Evaluate and report performance and outcomes of social marketing strategies

This standard is about evaluating and reporting performance and outcomes of an organisation's or partnership's social marketing strategies. This is a cyclical activity, with many iterative loops, so the performance standards are not necessarily in chronological order. For example, it may be necessary to review and evaluate existing strategies, before creating new ones.

This standard is for professionals in strategic roles who evaluate and report on the performance and outcomes of social marketing strategies.

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1. design and implement an evaluation strategy and plan, including a monitoring system to assure programs are on track to achieve goals and meet agreed quality and efficiency standards
2. agree with partners and key stakeholders a monitoring and evaluation framework for the social marketing strategies
3. identify and agree with partners and key stakeholders the objectives, budget and resources for evaluation of social marketing programme
4. identify the key performance indicators (KPIs) for monitoring progress and impact
5. develop the process evaluation mechanisms to monitor activities and results against the objectives
6. identify the methods, tools and techniques for collecting and analysing data and information
7. evaluate suitability and reliability of the research findings
8. conduct statistical and qualitative analysis of data and findings using the relevant methods
9. monitor the progress and impact of the social marketing programme against the research findings
10. provide feedback to help project management and delivery staff decide how to capitalise on the findings
11. develop the relevant methods of influencing the target groups and reinforcing beneficial behaviours
12. monitor the strategy to determine further activities or discontinuation of these
13. measure the impact of your strategy, identifying the contribution of the social marketing programme
14. critically reflect and test the effectiveness, acceptability, and ethics of potential social marketing strategies with partners and stakeholders, and adapt as necessary
15. document and communicate the results of social marketing initiatives to target groups, with partners and stakeholders
16. seek feedback on content and format of the report from relevant stakeholders and make changes where appropriate
17. apply ethical principles to the conduct of research, developing, implementing and evaluating a social marketing plan
18. ensure compliance with the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out

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1. the monitoring and evaluation framework for the social marketing strategies and plans

2. the relevant stakeholders, target groups, their diverse interests, needs, abilities and preferences

3. the relevant objectives and key performance indicators (KPIs) for monitoring progress and impact of social marketing strategies
4. the current and emerging trends and developments in the sector internationally, nationally and locally
5. the social marketing compatible marketing mix models
6. the methods, tools and techniques for collecting, analysing and evaluating data and information
7. how to evaluate suitability and reliability of the research findings
8. the relevant methods of statistical and qualitative analysis
9. briefing and debriefing principles on the findings for further actions
10. the relevant methods of influencing the target groups and reinforcing beneficial behaviour
11. the decisions and actions arising from the outcomes of the strategies
12. the impact measuring principles of your strategy to identify the contribution of the social marketing programme
13. the importance of reflection and evaluation in improving your own practice
14. the methods of engagement with partners and key stakeholders to get their feedback on the research findings
15. the relevant reporting formats and procedures
16. how to action the feedback on the performance and outcomes of social marketing strategies
17. the ethical principles of conducting a research, developing, implementing and evaluating a social marketing plan
18. the legal, organisational, code of practice requirements and policies relevant to your role, your organisation and the activities being carried out

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Stakeholders

These include all those involved in, or affected by, the social marketing strategy and the issues it is seeking to address.

As used in the standards, "social marketing programme" encompasses longer-term (3 years) programmes, medium-term (1-3 years) campaigns and short-term (<1 year) targeted initiatives.

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Academic Competencies in Social Marketing developed and approved by International Social Marketing Association (iSMA), European Social Marketing Association (ESMA), Australian Association of Social Marketing (AASM). https://socialmarketing.blogs.com/rcraiiglefebvres_social/2014/09/academic-competencies-for-social-marketing.html

Social Marketing Statement of Ethics: https://www.instructus-skills.org/documents/SM%20statement%20of%20ethics%20FINAL%2006032020.pdf

Global Consensus of Social Marketing Principles, Concepts and Techniques by ESMA, AAS, SMANA, iSMA: https://europeansocialmarketing.org/wp-content/uploads/2017/08/ESMA-endorsed-Consensus-Principles-and-concepts-paper.pdf 

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1

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2025

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Current

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Original

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Instructus

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CFASMB2.2V3.0

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Education and Training, Government and Related Organisations, Health and Social Care, Public Service and other Associate Professionals, Sociology and Social Policy, Teaching Professionals, Social Policy Organisations

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3554

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social marketing strategies; corporate social responsibility strategies

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