Marketing Sociology
Do you see the purple booth in the far background? That marks the beginning of this line, for a free (seemingly empty) purple stocking by a … Continue reading Marketing Sociology
Tag: Social Marketing
Find Your Professional Voice on Twitter
Many small to medium businesses haven’t stopped to plan their social media plan before they launch on Twitter. While they see it’s important to have an online presence, the typical mistakes they make all revolve around the fact that they don’t have a professional communication strategy.
What is Social Marketing?
Social Marketing is the application of commercial practices using a social science framework. It is particularly used for public information campaigns. The aim is to understand social behaviour and affect positive social change. This is done through targeted research on a particular community and in partnership with stakeholders.
Social scientists work with governments, community groups and businesses who need to communicate with hard to reach or vulnerable groups. Research shows that negative emotions like shame and guilt are ineffective but advertisers continue to use them. It’s better to first approach the group of interest using interviews and surveys to see how they understand the issue and then focus marketing on empowerment. Rather than making people feel bad, we focus on what they do well and then educate them about their options.
Social Science Insights 