This Saturday sees the nation encouraged to “Buy Social” on Social Enterprise UK’s Social Saturday.
But far more needs to be done.
In designing marketing campaigns, communicators should not focus solely on the desired organisational and audience outcomes. Campaigners should also examine what is the maximum social value that can be derived from marketing activity.
And while this is potentially more difficult to achieve through campaign objectives themselves (although not impossible), it is simpler to achieve through the supply chain.
By using the Social Enterprise UK “Buy Social” directory, marketeers can at a stroke deliver huge social value as a result of their campaigns.
These products ranging from campaign planning, through capacity building and training to campaign delivery, will make it easier for organisations to understand where communications services with a social value can be added into the marketing mix.