What, really, is social marketing?
Since the phrase first started to be kicked around in the mid-90s there have been many ‘experts’ who have defined the term, on both sides of the pond.
In fact, the United Kingdom includes social marketing in the development of many of their social policies, particularly their health care policy. They believe that they have a very good idea what social marketing is.
I, too, consider myself something of an expert in social marketing, having been involved in social marketing campaigns since 1995, many of them spanning a number of years with major positive outcomes. I was involved in the social marketing effort of children’s health advocates from around the country to call for passage of the Children’s Health Act, which was signed into law in December 2000.
So, what is social marketing?
I like to use a little metaphor to explain what social marketing is. This approach works well, especially when attempting to explain the concept to the very people you hope to involve in the campaign itself, like veterans. I start by asking them if they remember when they first read Mark Twain’s Tom Sawyer. Near the beginning of the book there is a chapter where Tom wants to go fishing but his Aunt won’t allow it until he has white-washed the fence around her house. Tom is bewildered. He has no interest in the onerous task. Then a brilliant idea occurs to him. He rounds up all his friends and proceeds to explain to them how white-washing his Aunt’s fence is the most exciting and fun activity that they could possibly imagine for that fine spring day. Soon they are all busy, brushes in hand. Tom is discovered, supervising, from under the shade tree nearby.
This is social marketing: Getting other people to carry the water. Making it seen as though carrying that water is the most important, most useful, most gratifying thing they could do with the time available. However, to be ethical, the water must be their water, you are simply motivating them to do what they need and hope to do anyway.
Along the way, you help them refine their message – a key part of social marketing – so that they are not going before key decision makers with the same old tired story about their cause and its needs. You help them carry their water to state houses and to the federal legislature by making their cause fresh and new. By helping them to develop the exact phrasing of what they are asking that legislator or policymaker to do exactly. Most important you teach them when it’s time to leave and when it is time to follow up.
If you have questions about social marketing or how your organization or advocacy organization could use social marketing techniques to advance your cause, write me at aspolarich@spectrumscience.com.
-Audrey Spolarich, Senior Advisor
