title: Integrating social media and social marketing: a four-step process.
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.
authors.affiliation: Brigham Young University, Provo, UT, USA.
authors.forename: Rosemary
authors.initials: R
authors.lastname: Thackeray
authors.forename: Brad L
authors.initials: BL
authors.lastname: Neiger
authors.forename: Heidi
authors.initials: H
authors.lastname: Keller
mesh_terms: D018672:Community Health Planning / Q000458:organization & administration*; D003254:Consumer Advocacy; D006266:Health Education / Q000458:organization & administration*; D006293:Health Promotion / Q000458:organization & administration*; D006801:Humans; D020407:Internet; D008389:Marketing of Health Services / Q000458:organization & administration*; D008402:Mass Media / Q000706:statistics & numerical data*; D015397:Program Evaluation; D011639:Public Opinion; D019984:Quality Indicators, Health Care / Q000458:organization & administration; D040241:Social Marketing; D014481:United States