What is Social Marketing?

There are many definitions out on the web, so let’s look and see what they say. And obviously, my definition is geared towards my experience and expertise (FYI). Let’s start with what BusinessDictionary.com says: Use of commercial marketing in promotion of goods and services in a way that helps in promoting the consumers‘ and, by extension, the society’s well being. Now let’s look at what Wikipedia says: Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.

With varying definitions out there, let’s try to try to define it from the perspective of demand generation marketing person. My definition: Through the use of social media channels, create awareness for your company and elevate the voice of Promoters in order to build meaningful relationships that enable the lead-to-sales process. If that too seams a bit wordy, lets try this condensed definition: demand generation through social media channels.

To give you some insight to my perspective, let me explain my thoughts on the topic. Before Social Marketing we (marketing departments/demand generation teams) would push content out at various points in the sales cycle hoping that prospects would engage with the content and that would then push prospects down the funnel. Driving a prospect down the funnel was slow and unpredictable. There was no catalyst. Today, Social Marketing acts as a catalyst to help accelerate the prospect through the buying cycle. It does this with the help of social/community engagement and the actions of Promoters/Advocates, what I call positive reinforcement. Each act of reinforcement pushes the prospect to the next stage in the sales cycle and with each interaction with a piece of demand gen content being more meaningful. Let me show you a diagram to explain it a bit better. (See below)