When companies and institutions communicate with empathy, transformation ceases to be discourse and becomes action
Social marketing is one of the most powerful ways to unite communication and purpose. Using communication strategies, it is possible to publicize social projects, expand the reach of actions, and sensitize people and companies to engage in impactful causes.
More than just promoting, social marketing seeks to connect hearts and minds around a purpose. It shows that all communication can be an instrument of transformation when done with empathy, authenticity, and a focus on the common good.
But it is not enough to just communicate; you have to convey the message in the right way. That is, think about what should be said, when, on which channel, and in what way. And that is a challenge.
More than just beautiful campaigns or well-thought-out slogans, social marketing is based on human connection. For a message to truly have an impact, it needs to move people, engage them, and inspire action. That’s why there are four key points to communicating with purpose.
The first is immersive storytelling, that is, real stories, with emotion and truth. One possibility is to show the face and voice of someone whose life has been transformed by a social project.
Second is interactive technology. Resources such as videos, broadcasts, and other digital tools help engage the audience in a creative and participatory way. In addition, the message must be tailored to the audience, whether it consists of partner companies, volunteers, or donors, for example. Personalizing means showing that every contribution, no matter how small it may seem, has immense value within the cause.
Finally, real-time feedback. That is, active listening, with channels for the audience to express themselves, give their opinions, and feel part of building the cause. Every comment and suggestion is an opportunity to strengthen ties and improve actions.
For social marketing to reach its full potential, an important step is to choose the right channels and speak the audience’s language.
Each medium can become a bridge of connection and engagement between a purpose-driven company and the public:
Instagram: ideal for inspiring people with real images, testimonials, and behind-the-scenes footage of actions. In other words, showing the human impact behind each project;
LinkedIn: posts on this social network are a way to communicate with companies and professionals who believe in social responsibility. To do this, share results and success stories;
Podcast: an opportunity to give a voice to those who make a difference. It is the ideal space to tell stories, conduct interviews, and bring the message of social impact to new ears.
Newsletter: to keep the relationship with the public alive. Send exclusive content, achievements, and ways to participate in the actions.
And there is one essential element that unites all these channels: public relations. They are the heart of social marketing, responsible for building powerful narratives, strengthening reputations, and bringing brands, people, and causes closer together. In short, a good story told with emotion can move mountains—and change lives.
Every good strategy needs concrete results. In social marketing, numbers tell stories: they show how many people were reached, how many engaged, and how many decided to take action. For this, some key performance indicators (KPIs) are indispensable.
First is engagement on social media. This data reveals how much the audience connects with the content, especially when we use tools like Hootsuite Analytics, which help us understand this relationship.
Lead conversion measures how many visitors become supporters or volunteers. For this, Google Analytics is essential. Finally, there is the measurement of satisfaction and loyalty. Using the Net Promoter Score (NPS), a company can assess how much the public trusts and recommends its cause, generating credibility and a sense of belonging.
But don’t forget: these metrics go far beyond clicks. They show the human impact behind each action.
In short, social marketing is a living process that improves with each new story told. Analyzing data, listening to the public, and testing new ideas are actions that keep campaigns relevant and connected to reality. When a company listens, learns, and acts on that learning, it not only improves its communication—it amplifies its social impact.
To help your company take the next step safely and strategically, the Ramacrisna Institute has prepared the e-book “Social Marketing in Practice,” available free of charge. The publication provides valuable guidance for those who want to act responsibly, transparently, and with results.
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