by Kenneth Rudich
I recently accepted an invitation to write a guest post for a blog belonging to my friends at http://halogendesigns.com/. The post is titled “Use Social Marketing to Your Business Advantage,” and it discusses the advisability of doing exactly what it suggests.
Not to be confused with social media marketing, social marketing is the formal application of marketing concepts to support a social good, such as a wear your seatbelts campaign for example. Allying your business with a social good can lead to the creation of good will for your business, which can in turn produce a win-win situation for everyone concerned. If you want to learn more about this concept, I recommend clicking on the title and reading the post for details.
but before you go
I’d like to share a brief story about the events that led me to choose that particular subject.
A day earlier, while walking my dog on the sidewalk of the city I live in, I witnessed two separate instances of blatant disregard for the environment within a span of twenty minutes. Both were not only inexcusable, but arguably reprehensible too.
The first occurred when a woman drove past in a nice sedan and flicked her cigarette butt out the driver’s side window onto the street. As someone who is familiar with the amenities of a vehicle like that, I know it has an ashtray installed at the base of the dashboard, and that there is an implied intent to use it rather than toss the butt out the window at the expense of the environment.
A few moments later, the second such event unfolded about thirty yards ahead of me when a jogger paused to let her dog relieve himself with what clearly entailed a bowel movement. Despite signs posted everywhere with the message to clean up after your dog – It’s the Law! – she did not even so much as hesitate to resume her jog the moment he was done, leaving behind that unsightly deposit for others to see.
On the rest of the way with my dog, I soon found myself experiencing a growing awareness of what I came to regard as an alarming amount of man-made litter scattered about the streets and sidewalks and landscaping, including more cigarette butts and dog poop. This was surprising, in part, because I live in a city that has in the past won national awards for its cleanliness.
By the time I’d arrived home, I’d decided to write about the good business practice of engaging in social marketing. Apart from the argument that says you’ll be advancing a worthy cause alongside your business objectives, I must also say, after having taken that walk, we just plain need more of it.
Further, I’ve decided to dedicate at least one post per week to the cause of promoting a social good in some fashion or form. I am going to call it the “Social Good Campaign,” and I’m going to make it one of the featured topics on the upper left side of this blog.
But I don’t want this to be my crusade alone. Instead, I’d like to encourage everyone with a voice, however you happen to come by it, to join in and promote the social good on a continuing basis. The more visible this campaign becomes, the better off our planet will be.
I now carry extra doggie bags on my walks – biodegradable ones – and I have developed the habit of picking up what others carelessly leave behind. I’m looking forward to the day when I no longer find it necessary to do that anymore.
Please help to keep our environment clean.
That’s my social marketing message for today.