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« Environmental Sustainability, Community-Based Social Marketing & Doug Mckenzie-Mohr | Main | The Current State of Social Marketing--Views from the USF Conference »

June 25, 2010


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Hi Marta,
Thanks for your good question. There is a lot of confusion about the two, right now. Social marketing is a strategic planning process that uses principles from commercial marketing to help understand the barriers and benefits an audience links with a behavior, then develop remedies to lower the barriers and increase the facilitators. It has been in use almost 40 years.

Social media, on the other hand, refers to a group of on-line communication tools that build on people's natural instinct to network and share. It is a tactic, whereas social marketing is a strategic process and a way of thinking about problems that opens up a broad array of possible solutions.

Does this help? I have a PowerPoint presentation on Slideshare that explores the differences between the two, and what each has to offer. It is at , if you are interested.

Thanks for your message!



Thank you! It is a great article. Would you recommend some material about difference in social media and social marketing. Isn't social marketing, the marketing that uses social media as a marketing tool??
I might be wrong, but who can clearer my head better than you. Thank you once again and in advance for the answer.

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