Social Marketing 90 is a collection of techniques for using social media to induce positive change in your target audience. It uses a variety of traditional marketing principles, particularly the 4 Ps (product, price, promotion and place) but the product is a behavior or change rather than a physical good. Examples of this type of marketing include campaigns designed to increase condom use or convince teens that spreading rumors can be harmful. While this is a common form of marketing for non-profit organizations and health services groups, it can also be used by businesses as part of their corporate responsibility or public relations efforts.

Social Marketing 90: How to Leverage Influencer Marketing

Developing, managing and optimizing a social marketing campaign over the course of 90 days requires meticulous planning and coordination of all campaign elements. In addition to ensuring that all content is released on time and in concert with one another, it also involves analyzing metrics and making necessary adjustments to optimize performance.

In this phase, it is important to set your goals for social media engagement and establish an editorial calendar. This should include a mix of content that is self-promotional, educational or inspirational, and conversational. While it may be tempting to focus solely on pre-scheduled posts, this can become stale and monotonous. Be sure to also make room in your schedule to bolster your planned content with real-time, improvised social media activities. This can take the form of retweeting influencers, commenting on a current event or simply engaging with followers in an authentic way.