The words Social Marketing have been hijacked by Facebook, twitter, LinkedIn and the whole social networking world. But in fact social marketing is the act of using marketing techniques to change behavior.

Social marketing has been applied to any number of different causes and efforts to change behavior.  Communication is a powerful force when appropriately applied to a societal challenge. Even as far back as slavery, mass communications were used to influence thought and behavior.

The temperance movement had its share of communications.  This example however might just drive you to drink.

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The most important thing about social marketing when done well, is that it has a lasting affect on us even if it might not change our behavior.  Who can forget this campaign?

The “This is your brain on drugs” campaign became part of Americana with many, many spin offs.

The most important thing about social marketing is that when it works, it produces positive changes in people’s lives.  Maybe it helps them quit a gambling problem, live a healthier life or convinces them to use generic drugs and reduce the cost of health care.

On the business side of things, social marketing can improve an industry’s image and alleviate problems caused by over indulgence if done with honest good intent.  Social marketing techniques can change a way employees treat customers, or improve the way employees do their jobs increasing quality every step of the way.