SocialButterfly

About

A butterfly goes through change. Using social marketing and digital technologies, we too can create a metamorphosis in our own homes, our communities and our world. We can be socialbutterflies.

Where should we fly and how?

Our world faces many problems. Prioritizing these problems, let alone identifying them, can be a challenge. Enter social marketing. Social marketing is a growing movement that provides an evidence-based approach to achieving social change. How? By influencing and changing attitudes, beliefs and behaviors. With the emergence of digital technologies and the expansion of democratic communications, how we do social marketing and social change is going through its own metamorphosis. Enter SocialButterly. Here, we focus on social innovation, meaning:

• Social Change
• Social Marketing
• Social Technology

Learn more about how this blog intertwines these concepts to inspire good.

What is social marketing?

The answer to this question could depend on who you ask. In brief, the term “social marketing” was first coined in 1969 by researchers Gerald Zaltman and Philip Kotler who defined social marketing as a way to achieve social objectives by applying marketing (product, place, promotion and price).

Social marketing is not merely communication or education, but is about creating positive behavior and attitude changes as a means to increasing social well-being. The practice is rooted in public health communications but is expanding into the realms of civil rights, environmental, social and international issues. Today, because applications and uses of social marketing are growing, it has an evolving definition.

Who is a social marketer?

My answer: Anyone can be. When a person is cultivated with the belief that they can achieve anything, that anything is possible…it is infectious. Traditionally, social marketers are found more often in the public sector–in government, with non-profits and at foundations. This is because social marketing isn’t profit driven–but driven by achieving social good.

This site serves to:

• Inspire the use of social marketing as an approach to social change by discussing current trends, research and work in action.
• Showcase how social marketing and social technologies can come together to create sustainable social change.
• Provide a resource for social marketing networks and practitioners to learn, grow and fly.
• Discuss how we make our world better.

This text and site is under copyright and requires the author’s permission to use. Feel free to contact her at abornkessel@fly4change.com.

This work is licensed under a
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Unported License.