Why do we behave as we do? If marketers could get to grips with that, think about the impact a social marketing project might have.  Based on the latest thinking about social theories, social marketing is focused on tackling social behaviours in ways that have proven to be highly successful over the years.

What is a social theory?

A social theory is an analytical framework for understanding social phenomena.  Much of what we know about people, the way they behave, relationships, their lifestyles, etc has emerged due to an understanding of social theories.

Social scientists have spent decades studying different theories, and the most successful ones are now being applied by social marketing agencies, to deliver charity marketing and healthcare behaviour change campaigns.

What types of theory do social marketers use?

Different theories may be applied to different campaigns.  Each one addresses big issues like: social interaction (how we tend to label things); what motivates us (money, profit, success); how we learn and why we want to learn, etc. 

Then there are general critical theories that dig beneath the surface of social life, uncovering assumptions that keep us from a full and complete understanding of how the world works.

Penetrating the heart of social issues

Social marketing will only work if a campaign embraces an audience’s wider social and behaviour needs based on these theories. 

Without a detailed appreciation of a prevalent social issue, a campaign can still work to an extent, but will not penetrate the heart of the social problem.  That means it will fall short of its overriding potential.

The aim is to create sustained behaviour change, over time

Social theories are always changing and evolving given the ways people behave and interact are constantly shifting.  It’s important, therefore, that you work with a social marketing agency that understands the principles of different social theories, and knows how to apply them to deliver a truly epic social marketing success.

We’re Perfect Circle – an open and honest social marketing agency that delivers life changing behavioural change campaigns.

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