Social Marketing Planning Process
Expectations for Planning
Because social marketing is shown in numbered phases, it may seem like a
straightforward and linear process. In practice, however, the process is more
circular and iterative.
At times you may need to revisit an earlier step, or jump ahead to complete the
step that you are on. You may have to revise or modify your plans based on
information you've gathered. It's easy to get discouraged; but, this revision of
plans happens to everyone and is a sign that you are keeping your audience at
the center of your decisions. Revising and refining your decisions is completely
normal. Every so often, we'll remind you of this point with a "Big Picture"
box in places where you may want to strategically look ahead or backwards
before making decisions.