The authors suggest that social media, if used correctly, may help organizations increase their capacity for putting the consumer at the center of the social marketing process. The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.
Thackeray, Rosemary Neiger, Brad L., and Keller, Heidi. (2012). Integrating Social Media and Social Marketing – A Four-Step Process, Health Promotion Practice, 13, 165-160.