The term “social marketing” has been skewed in recent years due to its frequent confusion with social media marketing, such as posting content and advertising on LinkedIn and Facebook. Social marketing is a public health marketing methodology that uses commercial marketing techniques to promote the adoption of behaviors that will improve the health or well-being of the target audience or of society as a whole.

In this white paper, we outline:

• Principles of Social Marketing
• Messaging, Materials, and Channel Selection
• Social Marketing Testing, Dissemination, and Evaluation
• Applying Social Marketing Principles to B2B Marketing

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