I’m having a hard time understanding what exactly social marketing is. I know that it is a technique used by an organization to address a social cause and which seeks to influence public opinion and behavior so that society, not the organization, benefits.

Here are my questions…
Is this an example: The employees of a large corporation that manufactures and sells say, scientific calculators (or any product other than bikes), volunteer to ride their bikes to work in order to decrease carbon emissions. This information is noted on the company website and given to the local news media.

In my opinion, the action of these employees may influence some members of the public to ride their bikes to work, so society benefits by (small-scale) reduced carbon emissions. Therefore, I think this is social marketing. Am I correct?

In the case above, the corporation does not sell more of its product, but does earn goodwill. So, isn’t the corporation benefiting indirectly? Is an indirect benefit an acceptable result of social marketing?

Here’s another example: This corporation donates its scientific calculators to the local schools. The corporation does not profit financially because it is a donation (I’m ignoring the tax benefit of donations here), but again, earns goodwill. This scenario doesn’t influence behavior but does benefit society (the students). Is this considered social marketing?

One more question:
I’ve seen the term ‘social media marketing’, which refers to companies and/or their employees using social networking, such as blogs, to keep the public informed about their products, interests, citizenship. Are social marketing and social media marketing the same?

Thanks!

It is somewhat a grey area, but I would not consider your examples (the bikes and the calculators) to not be social marketing. I would consider the bikes example to be "image and reputation management." Like you said, actions designed to earn goodwill with the firm’s stakeholders.

The local schools example could be social marketing if the firm uses that example in commercials designed to increase sales.

When you use the term social marketing, you are talking about the company’s products.

I would consider social marketing the following:

The calculator company starts a campaign and promises to donate 5% of each calculator sold to the XXX environmental preservation fund.

The calculators are advertised as manufactured with 50% recycled materials.

I tend to view social marketing as some type of marketing plan designed to appeal to "social citizens" with the intent of the increasing sales and also benefitting some type of social cause.

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