When you use a social network like Wikipedia to find the definition of “Social Marketing” one of the first things you read is that “The primary aim of 'social marketing' is 'social good,' while in 'commercial marketing' the aim is primarily 'financial. This does not mean that commercial marketers can not contribute to achievement of social good."

This reminds me a little of Escher’s “Drawing Hands.”

I’m ready to throw my own hands in the air since starting work on a new campaign that I’ve been trying to explain to friends and prospects: I’m helping to launch a new software-as-a-service product (that definition will have to wait for another blog…) and we have primarily been using social media to shout it to the world. When describe the current tactics I’m using, they invariably say, “Huh?” I feel odd saying “social marketing,” because many know I work with socially responsible companies, too and I don’t want to confuse them if they’re following the wiki def. So, I plug in “media” and sometimes call it “social media marketing” to differentiate (and sound smarter). This is nothing new, if you USE social media to follow marketing news. Back in 2006, Jupiter Research described social marketing as:

…the use of Weblogs, podcasts, really simple syndication (RSS) and other emerging marketing tools. …As an increasing number of consumers obtain their information from non-traditional sources, Social Marketing will help marketers gain unique insights into these burgeoning areas.”

A lot of pro-socialites were up in arms about Jupiter commandeering their phrase, and Jupiter posted a reply, and ironically, all the social social buzz probably only helped solidify the term.

So, with all due respect to my fellow eco-conscientious marketers, how then, to describe using social media to promote social causes? This is similar to the problem I’m having introducing my step-brother’s step-daugher: “my step-step niece.”

Is this social-social marketing?

Whatever we call it, it is not only a good approach for driving awareness about a company’s socially responsible practices, but is frequently a more eco-friendly way to market, as well!

Are you following this? It’s the hands-drawing-hands again. Here’s the idea:

There are a lot of marketing tactics out there – direct mail, print, TV, guerilla marketing and events. Most are not particularly eco-friendly. Certainly we can minimize the impact wherever possible: catalogues printed on recycled stock with non-toxic or washable ink; digital “sandwich board” signs; carbon offsets for your TV campaign… And now the US Post Office has announced Cradle to Cradle™ Certification for Priority and Express Mail programs! I can write a whole other blog on that, too – or just send me an electronic piece of mail to me at more@mossappealgreen.com! But if one is going to tout their sustainability message, seems like virtual vs. physical messaging is the lesser of the eco-evils.

It makes sense from a demographic perspective: the most socially concerned consumers tend to evangelize about socially responsible companies and products a lot more (Read about the LOHAS consumer in NMI’s research papers). So right away you have word of mouth working for you, if you can get their thumbs up. And if you can get those thumbs on the keyboard, you have DWOM, or digital word of mouth that will work even harder for your brand.

It also makes sense from a carbon-counting perspective. It’s pretty difficult to really have zero environmental impact, as even the energy it takes to power up your laptop contributes to the carbon. One could find servers powered by wind energy, of course. But we have a ways to go so just taking the first steps are good steps.

Of course, there are the challenges in tapping the social networking world to promote a product, whether it’s a “greater good” product or not. Even green companies have to tread carefully around the blogosphere to avoid cries of foul play or lonelygirlisms. David Wigder at Digitas has a terrific blog on Marketing Green, and reminds us that smart green marketers should create

…deeper opportunities for engagement with their consumers…by enabling consumers to…interact with peers (eg, through community or discussion boards), by encouraging content creation and distribution, and by facilitating product ideation (eg, through collaborative environments) or direct feedback to a company.”

All of these paper-free tactics require a lot less fossil fuel than traditional tactics, and social social marketing also keeps us connected to the community in an increasingly isolating world. But that’s, yup…another blog topic.

About E.B. Moss

E.B. Moss has been creating brand-driven promotions and communications primarily in the cable television and radio industry for more than 15 years. She launched Moss Appeal in 2001, extending her specialization in sales marketing to consumer promotions, B:B campaigns, and social media marketing. In 2006, she launched Moss Appeal Green to help companies promote their "green appeal.” Eco-conscious companies can rely on Moss Appeal Green to identify media outlets targeting socially conscious consumers, and for the messaging and promotions that showcase their sustainability efforts.


If you are interested in submitting your blog for consideration please email editor@csrwire.com