I hope that, like Forrester, Jupiter will take another look at their erroneous terminology and take another stab at coming up with a term that is clear and accurate. Social network marketing, social media, consumer generated media, digital marketing — whatever they want to call it is fine. It would help potential clients find them instead of the many firms who offer social marketing services (using the real definition). And people won’t assume that Jupiter does health & social change research when they mention their social marketing research services. Do a google search for “social marketing” and you’ll see that for pages and pages of results there is nothing but links for companies and organizations working toward social change.
Spare Change: Dueling Social Marketing Definitions
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