Background:

Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic gathering of evidence. This paper is the second half of a two-part research study that aims to understand the perceptions of social marketing professionals with regard to mistakes and failures in the field.

Focus:

This article is related to research and evaluation of the social marketing field.

Research Question:

What are the perceptions of the social marketing community regarding mistakes and failures in the field?

Importance to the field:

A greater understanding of mistakes and failures in the social marketing field will assist practitioners to assess their own shortcomings, address causes of mistakes and failures, and improve program outcomes.

Method:

This research is qualitative and exploratory, with a constructivist, grounded theory methodology. Surveys were completed by 100 social marketing community members. Survey data was analyzed and coded using SPSS software and Microsoft Excel.

Results:

According to the analyzed survey data, the social marketing community believes that inadequate research, poor strategy development, and mismanagement of stakeholders are the most common mistakes made by social marketers. Further, weak evaluation and monitoring is considered to be the “least well-managed” program element. Poor strategy development, external influences, and poorly designed program and behavioral objectives are considered to be the primary reasons for social marketing program failure.

Recommendations for research or practice:

Future research may explore the extent to which external influences lead to social marketing program success or failure, particularly in comparison to mistakes made by social marketers. Additionally, practitioners should be aware of and develop strategies to mitigate common mistakes and failures in order to improve program outcomes.

Limitations:

The 100 social marketing professionals who responded to the survey are not representative of the global social marketing community. Further, responses were based on self-report rather than direct observation, which may make them more susceptible to bias.

中文翻译：

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探索社会营销中的错误和失败：内幕

背景：

Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic gathering of evidence. This paper is the second half of a two-part research study that aims to understand the perceptions of social marketing professionals with regard to mistakes and failures in the field.

Focus:

This article is related to research and evaluation of the social marketing field.

Research Question:

What are the perceptions of the social marketing community regarding mistakes and failures in the field?

Importance to the field:

A greater understanding of mistakes and failures in the social marketing field will assist practitioners to assess their own shortcomings, address causes of mistakes and failures, and improve program outcomes.

方法：

这项研究是定性的和探索性的，采用了建构主义的，扎根的理论方法论。调查由100个社会营销社区成员完成。使用SPSS软件和Microsoft Excel对调查数据进行了分析和编码。

结果：

根据分析的调查数据，社会营销界人士认为，研究不足，战略制定不力以及利益相关方管理不善是社会营销人员最常见的错误。此外，评估和监测薄弱被认为是“管理最差”的计划要素。战略发展不力，外部影响，设计不当的程序和行为目标被认为是社会营销程序失败的主要原因。

研究或实践建议：

未来的研究可能会探索外部影响导致社交营销计划成功或失败的程度，尤其是与社交营销者所犯的错误相比。此外，从业人员应了解并制定减少常见错误和失败的策略，以改善计划成果。

局限性：

接受调查的100名社会营销专业人士并不代表全球社会营销社区。此外，回应是基于自我报告而不是直接观察，这可能会使他们更容易产生偏见。