Based on the original six-point criteria developed by Alan Andreason, the Benchmark Criteria set the out the key elements which comprise every successful social marketing programme. The criteria are designed to support better understanding of social marketing concepts, promote a consistent approach to review and evaluation and assist in the commissioning of social marketing services. This 2-page guiding framework gauges targeted programs’ demand creation through social media. The benchmarks were selected by reviewing successful social marketing projects and identifying the common elements that contributed to their success. The benchmarks are not a social marketing process, but the elements that can improve the impact of a social marketing intervention.

The Social Marketing Benchmark Criteria