How the Social Marketing Process happens

This is a follow-up post to the one I did a few weeks ago about Social Marketing vs. Social Media. The folks over at thornley & till created another excellent graphic on how the social marketing process happens at their organization. This is a great resource for student attempting to understand the process as well as instructors and managers who want to teach about the process.

What do you think?

The original is posted at the thornley & hill blog:


This week, I got an e-mail from a colleague who wanted to discuss ‘social marketing’ such as Facebook outreach to enhance our health communication project. This reminded me of a graphic I received not long ago from Neil Thornley from Thornley & Hill UK who’s also concerned about the conflation of social marketing and social media marketing. Below is a graphic he designed to help explain the two concepts.

In Neil’s word:

Well, simply put:

Social marketing is designed to lead to changes in behaviour, changes in policy or changes in environment to benefit the social good.  Social media is a tool (alongside direct marketing, advertising etc.) which utilises social networks to drive sales (in accordance with a marketing plan), create positive PR and/or drive brand awareness.

Both represent a shift towards consumer orientation to realize organizational (social) goals and tailoring the product to the customer.