Social Marketing vs. Social Media Marketing — What's the Difference?
By Fiza Rafique & Urooj Arif — Published on March 8, 2024
Social marketing aims to change social behaviors for public benefit, while social media marketing promotes products or brands on social platforms.
Difference Between Social Marketing and Social Media Marketing
Table of Contents
ADVERTISEMENT
Key Differences
Social marketing is a strategy focused on influencing social behaviors to benefit the target audience and the broader society, rather than the marketer. It uses marketing principles to encourage positive changes in behavior, such as promoting healthy lifestyles or environmental conservation.
Social media marketing, on the other hand, is a subset of digital marketing that utilizes social media platforms like Facebook, Twitter, and Instagram to promote products, services, or brands. It aims to engage with audiences, build brand awareness, and ultimately drive sales or conversions.
Social marketing seeks a societal benefit, while social media marketing's primary goal is commercial success. Social marketing campaigns might leverage social media as one of many channels to communicate their message, but their core objective remains social change. Social media marketing focuses on leveraging the unique features of social platforms to reach and engage a target audience effectively, employing tactics such as content creation, paid advertising, and influencer partnerships.
Both strategies require understanding the target audience but differ in their end goals. Social marketing measures success by changes in behavior and societal impact, whereas social media marketing looks at business metrics like engagement rates, website traffic, and conversion rates. Despite these differences, both can play complementary roles in a broader marketing strategy, with social marketing benefiting from the reach of social media to spread its messages.
The tools and techniques used in social media marketing, including analytics, content marketing, and community engagement, are specialized to exploit the algorithms and features of social platforms. In contrast, social marketing may use a broader range of marketing and communication tools, from traditional media campaigns to grassroots community engagement, tailored to the specific behavioral change objectives.
ADVERTISEMENT
Comparison Chart
Objective
To change or influence social behaviors for public benefit.
To promote products, services, or brands on social media platforms.
Focus
Societal benefits and positive behavior change.
Brand awareness, customer engagement, and sales.
Key Strategies
Public awareness campaigns, educational programs, and community initiatives.
Content creation, paid advertising, influencer collaborations, and engagement tactics.
Success Metrics
Changes in public behavior, societal impact, and public health improvements.
Engagement rates, website traffic, conversion rates, and sales.
Tools and Channels
May include social media, but also employs traditional media, events, and direct outreach.
Primarily uses social media platforms like Facebook, Twitter, Instagram, and LinkedIn.
Compare with Definitions
Social Marketing
Aimed at long-term benefits for society.
Encouraging sustainable transportation methods to reduce urban air pollution.
Social Media Marketing
Promotes brands or products through social media channels.
Launching a new product line through targeted Facebook ads.
Social Marketing
Uses marketing principles to encourage societal behavior change.
A social marketing campaign might promote recycling through educational ads.
Social Media Marketing
Aims to build brand awareness and drive sales.
A viral marketing campaign on TikTok to increase brand visibility among younger audiences.
Social Marketing
Focuses on public health, safety, and environment.
Creating awareness about the dangers of texting and driving.
Social Media Marketing
Engages directly with customers online.
Using Twitter to respond to customer service inquiries.
Social Marketing
Measures success by societal impact.
Reduction in smoking rates following an anti-smoking campaign.
Social Media Marketing
Uses content marketing and influencer partnerships.
Collaborating with a popular Instagram influencer to showcase a brand's clothing.
Social Marketing
Can use various channels, including social media.
A campaign using Instagram to raise awareness about mental health.
Social Media Marketing
Measures success through digital metrics.
Analyzing engagement rates and conversions from a social media campaign.
Common Curiosities
What is social marketing?
Social marketing is a strategy to change or influence behaviors for the public good, focusing on societal benefits.
Can social marketing use social media?
Yes, social marketing can utilize social media among other channels to spread its messages and encourage behavior change.
How is success measured differently in social marketing vs. social media marketing?
Social marketing measures success by societal impact and behavior change, while social media marketing looks at business metrics like engagement and sales.
Are the tools and channels used in social marketing and social media marketing the same?
While there can be overlaps, social marketing employs a broader range of tools beyond social media, tailored to achieving societal change, whereas social media marketing focuses specifically on leveraging social platforms.
What makes a successful social media marketing campaign?
Success involves engaging content, effective targeting, audience engagement, and achieving set business metrics.
What are the key strategies in social media marketing?
Strategies include content creation, paid advertising, influencer collaborations, and engagement with the audience.
How do social marketing and social media marketing differ in objectives?
Social marketing aims for societal benefit and behavior change, whereas social media marketing targets commercial success and brand engagement.
Can social marketing campaigns be profitable?
While not aimed at profit, they can lead to cost savings for society by reducing healthcare costs, environmental damage, and other societal expenses.
What is social media marketing?
Social media marketing is the use of social media platforms to promote a product, service, or brand to drive business goals.
Is social media marketing effective for all types of businesses?
While highly effective for most, its success varies by industry, audience, and platform, requiring tailored strategies.
Why is direct engagement with customers important in social media marketing?
It builds brand loyalty, improves customer service, and increases customer satisfaction and retention.
Can a campaign be both social marketing and social media marketing?
A campaign can use social media for social marketing purposes, but its classification depends on the primary goal: societal benefit (social marketing) or commercial success (social media marketing).
How do companies measure the impact of social marketing?
Through surveys, behavioral studies, and public health data, assessing the change in societal behaviors and outcomes.
How do trends affect social media marketing?
Staying current with trends can enhance brand relevance and engagement, leveraging viral moments for visibility.
What role does content play in social media marketing?
Content attracts and engages audiences, delivering value that can convert followers into customers.
Share Your Discovery
Previous Comparison
Catholic Bible vs. Christian Bible
Next Comparison
Ltd vs. PLCAuthor Spotlight
Written by
Fiza RafiqueFiza Rafique is a skilled content writer at AskDifference.com, where she meticulously refines and enhances written pieces. Drawing from her vast editorial expertise, Fiza ensures clarity, accuracy, and precision in every article. Passionate about language, she continually seeks to elevate the quality of content for readers worldwide.
Co-written by
Urooj ArifUrooj is a skilled content writer at Ask Difference, known for her exceptional ability to simplify complex topics into engaging and informative content. With a passion for research and a flair for clear, concise writing, she consistently delivers articles that resonate with our diverse audience.
