Social Marketing Detailed Notes for UGC-NET Commerce Examination

In the fast-paced and interconnected world of today, social marketing has emerged as a powerful tool for businesses and organizations to engage with their target audience, build brand awareness, and drive meaningful interactions. Harnessing the influence of social media platforms, social marketing leverages strategic content creation, community engagement, and data analytics to create a dynamic online presence. It is not merely about promoting products or services but also about cultivating relationships, fostering brand loyalty, and staying attuned to the evolving preferences of the digital audience. As a multifaceted approach, social marketing integrates creativity with analytics, transforming social media channels into vibrant spaces for dialogue, innovation, and brand advocacy.

In recent years, social marketing has gained significant traction as a powerful force in shaping public opinion and behavior. Social Marketing is a very new term as compared to the others in the field of marketing, and there are always developments happening in this field which makes it a very important part of the UGC-NET commerce syllabus. There are Case studies also expected from this part, along with either statement-based questions. Understanding the objectives of social marketing helps organizations design campaigns that are both impactful and measurable

In this article, we will learn the essence of social marketing with some examples and other topics related to social marketing, such as its types, importance, objectives, advantages, etc.

In this article,readers will learn the following:

• Social Marketing-Meaning
• Social Marketing-Examples
• Types of Social Media Marketing
• Features of Social Marketing
• Objectives of Social Marketing
• Importance of Social Marketing
• Process of Social Marketing
• Social Marketing Strategy
• Advantages of Social Marketing
• Disadvantages of Social Marketing
• Social Marketing Tips and Tricks

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To truly grasp what is social marketing concept, one must consider its emphasis on changing behavior for the greater societal good. Social marketing is the marketing technique that alters how people think, behave and perceive a product or a service. It focuses on the sentiments of the people and changes them. There are several marketing channels which are applied to reach the target audience.Unlike traditional marketing, social marketing leverages psychological and social insights to create campaigns with lasting impact

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Social Marketing-Examples

Examples of social marketing are stated below.

• Anti Smoking Campaigns-These focuses on reducing the smoking rate by informing the public about the health risks involved.
• Environmental Campaigns-The campaigns are used for creating awareness about the environmental harms and the ways to reduce them.

Types of Social Media Marketing

 Social marketing campaigns can take many forms, from influencer-driven promotions to grassroots advocacy on digital platforms.There are several types of social media marketing, each distinct. They have been discussed below for a better understanding of the topic.

• Influencer Marketing: Here, you pay socially influential people to market your goods/services. Since influencers have a wide followership, they will thus help you reach a broader target audience.
• Content Marketing: This essentially entails the creation of valuable content for social sharing which then attracts and engages the target group. Such content would range from blogs, videos, infographic and so forth.
• Social Advertising: The advertising here is paid advertising on the social platform for the purpose of targeting an audience. These may include sponsored posts, display ads, etc.
• Social Media Monitoring: It means keeping an ear on social media platforms to see what is being said by the people in general about the brand and products. This may help identify customer needs and concerns and subsequently respond to them effectively.
• Social Media Engagement: Creating a direct relationship between followers and customers of an organization through social media with the intent of building relations and enhancing their brand stature. This can include comments, direct messages, reviews, and sharing user-generated content. 
• Community Management: The process is that of brand and product-oriented online community management. This includes moderating discussions, answering questions, and customer support. 
• Social Analytics: Using data and metrics to measure the success of marketing initiatives on social media. This can include analyzing engagement, reach, conversions, and other key indicators of success.

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Features of Social Marketing

When asking what is social marketing concept, it becomes clear that it is rooted in psychology, sociology, and ethical outreach. A defining feature of social marketing is its focus on public good rather than commercial gain. Social Marketing has many such features, some of which have been explained below.

• Social Marketing focuses on promoting socially positive behaviour among the people and community.
• Social marketing, although influenced by traditional marketing, is quite different from the traditional way of marketing and new and innovative methods are used in it.
• It combines marketing with the psychology and the behavioural economic principles of people and moulds their attitudes and beliefs, and ultimately changes the way they behave.
• Social marketing always targets people who are likely to change as per influence.
• They are created in a way which is aimed at shifting people way of thinking in a certain way as decided by the company.
• There are several data analytics tools which are employed to change the way people behave.
• There are several ways of social media marketing, such as social media, campaigns, advertising, public relations, etc.
• Social marketing's success is depicted based on changes in human behaviour rather than the reach of the strategy implemented.

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Objectives of Social Marketing

The core objectives of social marketing are aligned with public welfare and behavioral transformation. There are several objectives with which social marketing gets designed, some of which have been stated below.

• Creating Awareness- Among the most critical objectives of social marketing are changing societal attitudes and influencing behavioral shifts. For any kind of marketing used for any product category or service, the main aim for which it gets created in the first place is to create awareness amongst the people. The more people get aware, the more successful the marketing method is considered.
• Changing Behaviour-Unlike other forms of marketing, social marketing is developed to change one's behaviour in a certain way.
• Promoting Social Norms-It is also used for promoting social norms which support positive behaviour.
• Reducing Stigma-Social Marketing is used in areas not spoken about much in society but are important topics to be discussed, such as women's health and hygiene.
• Advocating for Change-Social marketing is applied in areas which help in systematic changes that help in promoting social good.

Importance of Social Marketing

One of the major insights from what is social marketing concept is its ability to address real-world challenges through communication. The importance of social marketing has been discussed below. 

• Promotes positive social behavior-Any Social marketing is designed for the purpose of promoting positive social behaviour and encouraging people to make more socially aware and responsible choices.
• Addresses social issues-Social Marketing campaigns are run to address all the social topics which are generally avoided and focus on the upliftment of all the sections of society, such as the poor, needy, disabled, etc.
• Encourages shareholder engagement-As social market is driven towards the upliftment of the society as a whole, it attracts the attention and involvement of the government and the other stakeholders.
• Use of evidence-based approaches- The social marketing approach is very systematic, and the campaigns are very data-driven and ensure the right effect on the targeted audience.
• Creates social impact- Social marketing of any kind is always driven to make a certain social impact.

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Process of Social Marketing

Social marketing is to be created by following a certain process, as mentioned below.

Step 1: Identification of the social issue or problem- The first step of designing a social campaign is to finalize the social issue to be addressed.

Step 2: Defining the target audience- The next step in the social marketing process is defining the target audience so that the campaign can be focused.

Step 3: Developing campaigning objectives- If the campaign objectives are defined properly, then the campaign becomes more effective.Clear identification of the objectives of social marketing at this stage helps maintain focus throughout the campaign

Step 4: Conduct formative research- It is advisable for any company to research to judge the behaviour of the audience finally.

Step 5: Developing campaigning strategy- Then the campaigning strategy should be developed keeping in mind the objectives set and the feedback received from the formative research done.

Step 6: Create marketing campaign- For the marketing campaign to be effective, it should be designed effectively and created with utmost precision.

Step 7: Implement the campaign- The campaign needs to be implemented as designed and per the criteria set so that the results can be seen effectively.

Step 8: Evaluate the campaign- It is suggested that any campaign design should be evaluated. If the results are not showing up, then the necessary steps should be taken to alter it.

Incorporating social marketing in marketing management demands a structured, data-informed approach as seen in the process steps outlined above

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Social Marketing Strategy

A social marketing strategy is a well-structured and well-defined plan outlining how a social marketing campaign is expected to achieve its goals and objectives. It is a blueprint of what the marketing campaign is expected to achieve. A well-planned strategy must be grounded in the specific objectives of social marketing, such as promoting awareness or reducing stigmahose exploring what is social marketing concept must also look at how SMART goals are essential to its strategic success.

The social marketing strategy is expected to be 'SMART', specific, measurable, achievable, relevant and time-bound. Also, they should reflect the overall goals of the campaign. Effective implementation of social marketing in marketing management hinges on crafting goal-driven, audience-focused strategies

Advantages of Social Marketing

Because it uses scalable digital tools, social marketing is often more cost-efficient than traditional outreach methods. There are many such advantages of social marketing, some of which have been discussed below.

• Cost-effective- As social marketing campaigns are done using the latest developments, such as digital platforms, the cost incurred by them is comparatively lower than the other types of marketing strategies.
• Useful in creating social impact- Social marketing is very useful in creating social impact on the targeted audience. Another benefit of using social marketing in marketing management is the ability to align brand purpose with consumer expectations
• Encourages stakeholder engagement- It encourages the stakeholders, like the government, to get involved in the process of marketing.
• The specific audience is targeted- As social marketing is run after deciding the target audience, the approach is very target specific, and thus the focus is very clear.
• Positive social behaviour is encouraged- Through social marketing, positive social behaviour is instilled in the people involved.

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Disadvantages of Social Marketing

There are several disadvantages of social marketing, some of which have been discussed below.

• It is not built for businesses- this means that social media is primarily created for connecting two people and not for marketing.
• Negative feedback- Social marketing can be harmful sometimes in the sense that it can create a lot of negativity around the brand created.
• Heavily rely on ads– Any social media platform is functional if it earns money and the main source of revenue generation is running ads, so the purpose of the marketing can be compromised.
• Low ROI- As the Media used is generally served by people for connecting to different people so they might not be open for the campaigns, and so the low ROI. However, implementing social marketing in marketing management can also present challenges, such as ROI tracking and dependency on social media algorithms
• Time-Consuming- Social Marketing is very time-consuming in the sense that there needs to be a certain amount of time to be deployed for understanding the core of the marketing strategy and the campaigns run.
• Need to stay engaged and active- The social marketing campaigns are for the ones who are active on social media, so a large population is missed out.
• Difficult to measure- The effectiveness of social marketing is very difficult to be measured as it is conducted very remotely.
• Limited to only social media platforms- The social marketing campaigns run are very restricted to social media platforms only.

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Social Marketing Tips and Tricks

The tips and tricks have been stated below.

• Define Clear Goals
• Know Your Audience
• Consistent Branding
• Content is King
• Optimize Posting Times
• Leverage Visual Content
• Interact and Engage
• Utilize Hashtags Strategically
• Run Contests and Giveaways
• Collaborate with Influencers
• Monitor Analytics
• Stay Updated on Trends
• Invest in Paid Advertising
• Mobile Optimization
• Learn from Competitors

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Major Takeaways for UGC NET Aspirants:- What is Social Marketing? Social marketing is a strategy that focuses on changing individual and group behavior for the greater social good using marketing tools. Social Marketing Examples Social marketing includes campaigns like anti-smoking or environmental awareness, aiming to influence public actions and attitudes. Types of Social Media Marketing Types of social media marketing involve diverse approaches like influencer partnerships, paid advertising, and content-based audience engagement. Features of Social Marketing Social marketing uses psychological insights and digital tools to encourage socially responsible behavior in a measurable way. Objectives of Social Marketing The main objectives are to raise awareness, shift behaviors, and promote social norms that benefit society. Importance of Social Marketing Social marketing is important because it effectively addresses societal issues and drives behavioral change using communication strategies. Process of Social Marketing The process of social marketing involves identifying issues, targeting the right audience, setting goals, creating and evaluating campaigns. Social Marketing Strategy A social marketing strategy outlines the campaign's purpose and plan using SMART goals to ensure effective public impact. Advantages of Social Marketing Social marketing is cost-effective, socially impactful, and enables precise targeting of audiences for behavioral transformation. Disadvantages of Social Marketing Social marketing faces challenges like low ROI, dependency on ads, negative feedback, and limited reach beyond social platforms. Social Marketing Tips and Tricks Successful social marketing relies on well-defined goals, audience engagement, consistent content, and data-driven campaign execution.

Conclusion

In conclusion, Social marketing is more than just a digital trend; it is a critical instrument in today’s socially conscious marketing ecosystem. Social marketing stands at the forefront of contemporary marketing strategies, offering unparalleled opportunities for brands to connect with their audience on a personal level. The dynamic nature of social media, coupled with the strategic deployment of engaging content and interactive campaigns, allows businesses to leave a lasting impression in the minds of consumers. By fostering community, addressing the diverse needs of their audience, and adapting to the ever-changing social landscape, organizations can not only amplify their reach but also cultivate a loyal and responsive customer base. Social marketing is not just a promotional tool; it is a pathway to building relationships, fostering trust, and navigating the digital realm with agility and authenticity. As technology continues to evolve, social marketing remains a cornerstone for businesses aiming to thrive in the competitive and interconnected global marketplace.The future of social marketing in marketing management lies in its power to drive purpose-led branding and lasting customer relationships. Only campaigns aligned with the core objectives of social marketing can create meaningful social impact. By understanding what is social marketing concept, brands can shift their approach from persuasion to purpose. The social marketing pdf is often in commerce exams. You should check our other articles on Testbook. They're easy to understand and make learning fun. Learn about the internal reconstruction of the company and Residential status and tax incidence.