Social Marketing vs. Social Marketing

David Schatsky | September 01, 2006, 08:46 AM

Many people have commented on the launch of our new research area, Social Marketing, heralded by lead Jupiter analyst Emily Riley, with delight and high expectations. And a number of folks with disappointment and contempt. The latter not because of the content we have planned, but because of the name we've chosen. I think it's a fine name, because it resonates very well with our clients and in our industry, though I acknowledge the consternation the choice may cause among those who came to know the term in an entirely different context.

Craig Lefebvre pointed out to us, for example, that the term has "only been around for 35 years to refer to marketing efforts for ideas and behaviors that have social benefits." He was astounded at Jupiter's display of "obvious insensitivity by ignoring the existing community."

Nedra Weinreich congratulated us on what she said sounded like a great service but noted that "In the past year or so, the term 'social marketing' has been increasingly used by people who are not familiar with this field to refer to social media or social network marketing. Please read my blog post for more information on why you should consider changing the terminology you use to refer to the work you are doing in this area."

Another person, whom I was unable to reach for permission to use his name, said we "made a stupid mistake." He wrote, "Trying to own the term 'social marketing' for your own narrow purpose is liking attempting to copyright and restrict the usage of the phrase, 'Good Morning' for the sole purpose of selling a new line of muffin."

That reminds me of how I felt when Microsoft trademarked "Windows," years after I'd worked on one of the first commercial workstations that made use of windowing user interface technology.

But we're not seeking to "own" the term, any more than we're seeking to own the terms "Marketing & Advertising," "Broadband," or "Customer Service & Support," the names of three other Jupiter coverage areas.

If we find over time that the term loses its relevance in our industry we'll revisit it. We have renamed coverage areas in the past. But for now, and with no disrepect to those who have worked at the other social marketing for years, whose efforts I applaud, I think the name for our coverage area is appropriate in our context and will stick with it.

I do welcome a dialog with experts and practitioners of the "other" social marketing on how the Internet and emerging consumer technologies can help advance worthy social goals. As a commercially focused research and advisory service, most of our clients are in the private sector, but we do have a solid number of non-profit and government clients, as well as agencies who work for such entities, who are working in this area. Perhaps there is an opportunity to collaborate. If you think so, drop me a line.