Purpose

Social marketing has come of age. Today, the study is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, the study is rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. The study has become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room.

Design/methodology/approach

Expanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena.

Findings

The first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing.

Originality/value

This paper poses challenging questions but offers no solutions as to how social marketers should, could or do square up the blind spots, make peace with the paradoxes or unblinking the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.

中文翻译：

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社交营销黑客

目的

社交营销已经成熟。今天，这项研究是一门合法的学科，拥有丰富的经验证据，明显证明了为更大的利益带来行为改变的能力。作为社会营销人员，这项研究正在迅速扩大视野，对影响所选社会原因的系统迷宫越来越感兴趣。研究变得勇敢和大胆，但研究现在是否冒着将工作和我们自己浪漫化的风险？现在是重新校准、盘点和解决社会营销室中的大象问题的时候了。

设计/方法/方法

扩展我的Change 2020 Driving Systems Change面板演示，这项研究是一个挑衅性的思考片，以两个观察到的现象为中心。

发现

观察到的第一个现象是当代社会营销人员的许多身份——黑客、变革推动者、英雄、政治权力掮客和木偶大师。观察到的第二个现象是对系统思考的兴趣增加，作者提出需要三个前提条件——对系统的认识；承认这项研究是系统的一部分，也是非殖民化社会营销的必要性。

原创性/价值

这篇论文提出了具有挑战性的问题，但没有提供关于社会营销人员应该、能够或确实弥补盲点、与悖论和平相处或不眨眼的解决方案。提供解决方案不仅天真，而且还会扼杀你，即读者，在你成为一个整合的人和唤醒社会营销专业人士的过程中的成长。