Social marketing refers to software designed for marketing departments and organizations to listen to social media platforms. Marketing departments, agencies, and consultants benefit by being alerted to keyword usage, being able to respond to customer inquiries instantly, and understanding customer sentiment as it relates to their own and competitors’ brands. Social media monitoring tools have grown in recent years from purely offering listening features to include rich analytics, dashboard creation, and powerful queries with semantic analysis.
The health communications field has been rapidly changing over the past two decades. It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed "social marketing." Rather than dictating the way that information is to be conveyed from the top-down, public health professionals are learning to listen to the needs and desires of the target audience themselves, and building the program from there. This focus on the "consumer" involves in-depth research and constant re-evaluation of every aspect of the program. In fact, research and evaluation together form the very cornerstone of the social marketing process.
Related Journals of Social marketing
Arts and Social Sciences Journal, ,Research & Reviews: Journal of Social Sciences, Global Media Journal, Media Psychology. Media, Culture and Society,Journal of Broadcasting and Electronic Media, Critical Studies in Media Communication. Learning, Media and Technology, CM Transactions on Multimedia Computing, Communications and Applications,New Review of Hypermedia and Multimedia.