As social media folk, we might want to turn some of the marketing strategies we employ with others on to ourselves to see how we might better inform the public about the possibilities of social media and what kind of talk that they need to see walked before enlisting that next social media “expert”.
Social marketing can be a problem when what we ‘sell’ has unintended consequences. These are discussed in light of certain health behaviour change concepts and theories.
An increase in well-intentioned health and education groups are violating the etiquette of social media by sending unsolicited emails to people and the blowback that comes from that might be enough to derail the good health communication messages to come.
Can the dream of knowledge translation be achieved by better marketing, or is focusing on message delivery processes missing the larger point?