No more tiers: five things that can take the pain out of decentralised marketing communications

Marketing communications is no longer just the responsibility of those with the words in their job title. Many organisations require staff in different roles to incorporate promotion, dissemination and general news-spreading into their workload. This decentralisation of marketing communications has the potential to be very effective, however it doesn’t happen by itself. Here are five things the Social Marketing Lady has observed can make
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Could social marketing increase research uptake?

I’ve been holidaying offline most of the summer and now I’m back to the internet with a vengeance, trawling Google Scholar for examples of how social marketing has been applied to the problem of increasing the use of research by policymakers and practitioners.

It’s slim-pickings so far (anyone? anyone?) but this short opinion piece by Allan Lazar of the Agency for Healthcare Research and Quality shows I’m not the only one who thinks the idea is worth pursuing. He makes the point that the average time lag for evidence-based medical knowledge to get into use is 17 years (this statistic is referenced here). Although this is specifically referring to the knowledge from clinical trials, research uptake in other sectors is still too S-L-O-W and unequal in who it reaches.

Time to widen my net, and dare I say it, omit “social marketing” from the search terms I’m using.

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Social Marketer’s Essential Wardrobe, Item 1# New hat

I’ve been thinking a lot about hats recently. What did I do to mark my first successful meeting as a freelancer, with a potential client? I bought a “social marketing lady” hat. And I’ve worn it since whenever I’ve wanted to give myself a professional boost.

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Eavesdropping on buses – an overlooked research method?

“I don’t see why anyone should have to hear all the bad things that have happened to me”. Travelling by bus in Brighton has its drawbacks but where else would I overhear a conversation between two young women frankly discussing why they are not going to see a counsellor in order to help them overcome drug addiction.

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Paying addicts to get sterilised: a “nudge” or a “shove”?

Project Prevention, a US charity that pays drug addicts $300 if they prove they have been sterilised is coming to the UK. I’m not going to use this post to take a position on the debate about whether addicts should be discouraged from having children.

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Inside the NSMC Social Marketer’s Toolbox

I’ve just had a rummage inside the National Social Marketing Centre’s Planning Guide and Toolbox. I liked it so much, it now has pride of place in my ‘Kitchen’. Don’t be put off by having to register; it’s free and very quick to do. Once in, you’ll find the resource is divided into six stages e.g. Getting Started to take you through planning, implementing and evaluating a social marketing project.

I like that the tools are downloadable and editable and include reflective activities e.g. the self assessment tool in Word “Do I think like a social marketer?”.

Nice, clean design to the online toolbox so the visitor isn’t overwhelmed by the amount of material (although it’s clear there’s a lot there if you dig around).

Bravo NSMC.

SML

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