Marketing je postao moćan alat savremenog društva. Kompanije, razne društvene i političke organizacije, vlade, pa i pojedinci, ga koriste kako bi predstavili neki proizvod ili uslugu, ukazali na problem i na rješenje. Socijalni i komercijalni marketing imaju sličnosti ali cilј im je različit. Oba su usmjerena na korisnika odnosno kupca i teže ka promjeni njihovog ponašanja, s tim da komercijalni marketing je usmjeren kako bi se kupci orijentisali na asortiman određenog preduzeća, a socijalni marketing mijenja ponašanje kako bi posledično došlo do rješavanja nekog većeg socijalnog problema. Predmet ovog rada je socijalni marketing, korišćenje društvenih mreža za realizaciju aktivnosti socijalnog marketinga i sagledavanje razlika između socijalnog i komercijalnog marketinga. Cilј rada je da se sagleda koji su to klјučni elementi i problemi socijalnog marketinga iz razloga da se socijalni marketing sprovede na optimalan način. Metode koje će biti korišćene u radu su indukcija, analiza i komparativna analiza.

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