Social Marketing: Cyberbullying and its Impact on Teenagers

This document discusses the issue of cyberbullying among teenagers and its impact on mental health. It explores the different forms of cyberbullying, the consequences for victims, and the role of social media platforms. The document also presents a social marketing plan to raise awareness and prevent cyberbullying. The target audience includes teenagers, parents, and teachers. The plan includes the creation of documentary films, online campaigns, and partnerships with social media platforms.

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SOCIAL MARKETING 0
SOCIAL MARKETING
5/28/2019
Student name

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Contents
Cyberbullying..................................................................................................................................2
Social Marketing Problem...............................................................................................................3
Situation Analysis............................................................................................................................3
Stakeholders and Partners................................................................................................................3
Upstream Policy Issues....................................................................................................................4
Social Marketing Theory.................................................................................................................4
Segmentation & Targeting...............................................................................................................5
The marketing mix and People and Partnerships............................................................................5
Implementation and Evaluation.......................................................................................................7
References........................................................................................................................................8

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Cyberbullying
Traditional bullying and cyberbullying are quite different. The increased use of technology and
digital pace has increased the bullying through various platforms using technology that is said to
be cyberbullying. As per the report in 2016 in cyberbullying research center, denoted that the
thirty three percent of scholars from 12 to 17 ages were found to be cyberbullying victims in
their life journey. Moreover, around eleven percent of scholars of teenage that are 12 to 17 were
found to be involved in cyberbullying activity in their life (Phillips, 2018). Cyberbullying among
teens is a serious issue due to the popularization of the use of internet has introduced new
technological threats that would lack the countermeasures that the teachers and parents of
victims have relied on since years (Mubarak et al., 2017).
With changing the use of technology and social media platforms cyberbullying has become
commonly used for harassing, embarrassing the students, which can cause depression,
agoraphobia, anxiety, and other mental health conditions or could affect them while going in
public. Some teens are unable to handle the humiliation on social media and may lead to an
adverse reaction like an attempt to suicide (Crosby, 2018). Moreover, due to changing lifestyle
crimes like the upload of nude pictures in the couple have also been reported in the last few
years. As per the statistics, eighty-eight percent of teens were witnessed as their peers being cruel
or mean to individuals on social media or any mode of the internet (Ging & Huggins Norman,
2016). Online victimization has also caused academic failure, which can reflect an individual’s
whole life and career path (Chudal & Sourander, 2017). Therefore, it can be said that
cyberbullying is an increased crime in today’s scenario which needs to be reduced for which the
promotional activities would be developed in the report further using social media.

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Social Marketing Problem
The social marketing problem identified is the lack of knowledge to the stakeholders associated
with the students or teenagers who are victim s or involved in it. The key objective of a social
marketing plan would be creating awareness for teenagers and a group of people associated with
them regarding the key consequences and early signs of teenagers being cyberbullying.
Situation Analysis
Considering the current situation, it can be said that teenagers are getting affected due to
cyberbullying by embarrassing comments or confessions on social media websites. Upload of
embarrassing things on the internet or maybe a victim to the hacking of their personal accounts
that reflect some of the major crimes. There have been various activities conducting over the
internet to save teenagers from being a victim of this crime and for this social media websites has
also taken initiated. For instance, Facebook and Instagram provide the option to the individual to
report for some content that found to be irrelevant or provide the option to block or remove the
comments on the personal posts to avoid any further comment on the post or showing comments
publically. (forbes, 2019).
Stakeholders and Partners
The key stakeholders in this social media plan to decrease cyberbullying are
 Parents
Parents are the key stakeholders as they are the ones who are connected to the students at
home and can see their early signs like when teenagers are not willing to be physically
social or like to be alone, or depressing signs, anxiety can be observed. The relevance of

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this stakeholder is that they can support their children and take effective action, but for
this parents needs to be aware of this issue and ways to handle such issues (Berg, 2015).
 Teachers
After parents, teachers are mostly connected to the students who can observe students if
they are suffering from depression or any kind of sign. The academic performance can
also be analyzed to identify if the students are involved in any such activities (Brewer,
2015).
 Victims
Victims are the students who need to be aware that they are not alone in such situation
and they need to communicate their suffering or problem they are facing with their
parents of any family member with whom they are comfortable sharing their problems.
Upstream Policy Issues
With the increase in this issue, the media has uplifted this topic in public and this social media
plan aims to do the same. This will lead to policy formation by the legal system of the nation.
Some of the policy or legal laws implemented are freedom of speech and children as per 2014
provision. Moreover, it has been identified that all the legal matters associated with the online
activity are considered under territorial law (Berg, 2015).
Social Marketing Theory
Social marketing theory includes mass communication that will help the plan to promote the key
information related to the cyberbullying and socially acceptable behavior. It is the theory that
will attempt to integrate the marketing principles, marketing ideas. It has been identified that the

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various stakeholders must be aware of the cyberbullying and ways teenagers are affected through
cyberbullying, what are their early signs that can be detected by the key stakeholders and help
them in such situation; which is the key objective of this social media plan (Byrne, 2018).
Segmentation & Targeting
The target market for this social marketing plan is the Australian public where the target
audience can be segmented on the biases of demographic segmentation. The key segment would
be students from age 12 to 17 who are considered to be victims of the majority. Another prior
segment would be the parents of teenagers who can track their social media to assess if their
children are suffering from any cyber bullying or harassment on online platforms.
Another segment to be targeted for this social marketing plan would be the usage of social media
platforms. The excessive users are targeted for this purpose, as the people using social media
platforms to a greater extent would be easily approachable for this marketing plan (Chen, 2017).
The marketing mix and People and Partnerships
 Product
The key product in this marketing plan would be the documentary films that would help
teenagers to know how to react and take action when they are being a victim to
cyberbullying. Moreover, this would include the post for the parents with quotes and
legal procedures to be followed for victims. The information regarding the identification
of early signs for the cyberbullying victim would be provided for the parents and
teachers through this plan (Vedder, 2014).
 Price

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The price constraint for this marketing plan would include cost for the creation of
documentary films or maintaining the social media pages. However, the price a student
and a nation are suffering while the increase of cyberbullying is quite high that the
nominal price to implement this social marketing plan.
 Place
The placing strategy of this social marketing plan would be online mode to reach to the
target audience. This would include providing the information and communicating
through online mode. There could be the various mode of the channel but in the report,
the key focus would be through social media platforms (Savage, 2015).
 Promotion
Social media platforms – this is one of the key promotional strategies of this marketing
plan as the social media platforms are responsible for the increase in cyberbullying and
reaching to the customers through these platforms would be most approachable. This
would include a post on Facebook, hash tag campaigns on Instagram and tweets on
twitters.
Video marketing – this would include promoting campaigns related to cyberbullying
through a video that is documentary films on YouTube or Facebook or other video sites
like Amazon prime videos (Pallodino, 2015).
 People and partnership
Social media websites and platforms are the key partners in case of this social marketing
plan. As already discussed, social media websites are taking relevant action to protect
individuals like privacy policy, blocking option, deleting comments option through
Facebook, and Instagram (Hinduja, 2014)

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Implementation and Evaluation
The implementation of this plan would include associating with key partners, creating a page on
social media platforms. Message formation would be the key step in implementation, which will
actually affect the audience and able to reach to the audience to promote cyberbullying
awareness (Parker, 2016).
The evaluation of this social marketing plan would be quite easy as this could be measured
through the likes, views, and comments on the posts and videos shared on social media through
the campaigns. Moreover, the statics of victims could also reflect the effect of the marketing
plan. In case, it has been observed that the marketing plan is not been able to positively effect
then the controlling would be done accordingly (Kowalski, 2015).

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References
Berg, C., 2015. Submission to the Senate Standing Committee on Environment and
Communications Inquiry into Enhancing Online Safety for Children Bill 2014 and the Enhancing
Online Safety for Children (Consequential Amendments) Bill 2014. Institute of Public Affairs ,
18.
Brewer, G., 2015. Cyberbullying, self-esteem, empathy and loneliness. Computers in human
behavior, 48, pp.255-60.
Byrne, E., 2018. Cyberbullying and social media: Information and interventions for school
nurses working with victims, students, and families. The Journal of School Nursing, 34(1),
pp.38-50.
Chen, L., 2017. Comparing cyberbullying perpetration on social media between primary and
secondary school students. Computers & Education, 109, pp.74-84.
Chudal, R. & Sourander, A., 2017. 82.2 International Cross-Cultural Perspectives on
Cyberbullying. Journal of the American Academy of Child & Adolescent Psychiatry, 56(10),
p.122.
Crosby, S., 2018. The Connection Between Cyberbullying and Teenage Suicide: An Honors
Thesis.
forbes, 2019. cyberbullying-among-teens-prevalence-impact-and-the-path-forward. [Online]
Available at: https://www.forbes.com/sites/quora/2017/03/14/cyberbullying-among-teens-
prevalence-impact-and-the-path-forward/#7159b7137189.

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Ging, D. & Huggins Norman, J., 2016. Cyberbullying, conflict management or just messing?
Teenage girls’ understandings and experiences of gender, friendship, and conflict on Facebook in
an Irish second-level school. Feminist Media Studies, 16(5), pp.80-821.
Hinduja, S., 2014. Bullying beyond the schoolyard: Preventing and responding to cyberbullying.
Crowing Press.
Kowalski, R.M., 2015. Cyberbullying via social media. Journal of School Violence, 14(1),
pp.11-29.
Mubarak, A.R., Slee, P. & Zeitz, J., 2017. EFFECTIVENESS OF AN INTERVENTION
PROGRAMME FOR TEENAGE GIRLS WITH SELF-HARM IN ADELAIDE, SOUTH
AUSTRALIA. Child and Adolescent Wellbeing and Violence Prevention in Schools.
Pallodino, B.E., 2015. Cyberbullying: Conceptual, theoretical and methodological issues. In
Cyberbullying, pp.15-25.
Parker, S.L., 2016. Content Mining Techniques for Detecting Cyberbullying in Social Media.
Virginia Journal of Science, 67(3), p.1.
Phillips, A.L., 2018. Youth Perceptions of Online Harassment, Cyberbullying, and “just Drama”:
Implications for Empathetic Design. In Online Harassment, pp.229-41.
Savage, M.W., 2015. Cyberbullying: Review of an old problem gone viral. Journal of
Adolescent Health, 57(1), pp.10-18.
Vedder, p., 2014. Relationship between peer victimization, cyberbullying, and suicide in children
and adolescents: a meta-analysis. JAMA pediatrics, 168(5), pp.435-42.

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