Citation

Thackeray R, Neiger BL, Keller H. Health Promot. Pract. 2012; 13(2): 165-168.

Affiliation

1Brigham Young University, Provo, UT, USA.

Copyright

(Copyright © 2012, Society for Public Health Education, Publisher SAGE Publishing)

DOI

10.1177/1524839911432009

PMID

22382492

Abstract

Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the center of the social marketing process. The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.

Language: en