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How do you deal with the complexity and dynamism of social marketing contexts and systems?

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Social marketing is the application of marketing principles and techniques to influence social change for the benefit of individuals, communities, and society. However, social marketing is not a simple or linear process. It involves dealing with complex and dynamic contexts and systems that affect the behavior and well-being of the target audience. How do you cope with these challenges and evaluate the effectiveness and impact of your social marketing interventions? Here are some tips and tools to help you.

本文章的要点总结

Grasp your audience's world:

Use stakeholder mapping and social network analysis to decode the environment influencing your target audience. This ensures your strategies are relevant and effective, addressing real-world factors.### *Stay agile:Employ scenario planning and adaptive management to stay ahead of changes. These tools help you pivot quickly when unexpected shifts occur, keeping your social marketing efforts aligned with evolving contexts.

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1 Understand the context and system

Before you design and implement your social marketing strategy, you need to understand the context and system in which your target audience operates. This means identifying and analyzing the factors and actors that influence their behavior, such as cultural norms, social networks, policy frameworks, environmental conditions, and competing interests. You can use tools such as stakeholder mapping, social network analysis, and systems thinking to help you understand the interrelationships and dynamics of the context and system.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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It’s important to understand the industry you are navigating. If you are new to social media, new to the company, or have taken on a client in a new industry, it’s important to recognize all you don’t know. :) Research, research, research!

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2 Adapt to the changes and uncertainties

Social marketing contexts and systems are not static or predictable. They are constantly changing and evolving, sometimes in unexpected or disruptive ways. You need to be flexible and responsive to the changes and uncertainties that may affect your social marketing objectives, strategies, and outcomes. You can use tools such as scenario planning, risk analysis, and adaptive management to help you anticipate and cope with the changes and uncertainties.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Be ready to pivot as social media is a fast paced and fast-changing world. Get stakeholders and CMO approval to jump On trends, try new things and experiment!

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3 Monitor and evaluate the outcomes and impacts

Social marketing contexts and systems are also not isolated or simple. They are part of a larger and more complex system that may have multiple and diverse outcomes and impacts, both intended and unintended, positive and negative, short-term and long-term. You need to monitor and evaluate the outcomes and impacts of your social marketing interventions, not only on your target audience, but also on the broader system and society. You can use tools such as logic models, indicators, and mixed methods to help you measure and assess the outcomes and impacts.

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4 Learn and improve

Social marketing contexts and systems are not only complex and dynamic, but also rich and valuable sources of learning and improvement. You need to learn from your experiences and feedback, and use them to improve your social marketing practice and performance. You can use tools such as reflection, feedback loops, and learning cycles to help you learn and improve.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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I love retrospective meetings! Top tip: do three things. 1. Evaluate what failed. 2. Evaluate what worked. 3. Come up with an actionable plan of how you will improve the next project of same scope.

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5 Collaborate and communicate

Social marketing contexts and systems are not only influenced by your social marketing interventions, but also by the actions and interactions of other stakeholders and actors. You need to collaborate and communicate with them, and build trust and mutual understanding. You can use tools such as co-creation, partnership, and storytelling to help you collaborate and communicate.

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6 Balance the trade-offs

Social marketing contexts and systems are not only complex and dynamic, but also challenging and demanding. You need to balance the trade-offs between your social marketing goals and resources, between your social marketing ethics and effectiveness, and between your social marketing innovation and evidence. You can use tools such as prioritization, optimization, and evaluation to help you balance the trade-offs.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Maria Driscoll CMP?

Owner | Marketing, Communications & Business Development
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People often confuse the concept of social marketing with social media marketing. The two are very different. Social marketing uses marketing tools and techniques, one of which can be social media marketing, to create behaviour change. The focus of social marketing is on behaviour change and typically involves considering marketing theory, various behaviour change theories, the determinants of health and numerous stakeholders involved in creating the environment where the behaviour takes place.

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How do you deal with the complexity and dynamism of social marketing contexts and systems?

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1 Understand the context and system

2 Adapt to the changes and uncertainties

3 Monitor and evaluate the outcomes and impacts

4 Learn and improve

5 Collaborate and communicate

6 Balance the trade-offs

7 Here’s what else to consider

Social Marketing

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