Promoting social change – Assessing how Twitter was used to reduce drunk driving behaviors over New Year’s Eve.

A number of scholars have identified that social marketers find it difficult to develop engagement through social media. Others believe that there is a poor understanding of how organizations employ such platforms. This article addresses the gaps by assessing how Twitter was used in facilitating a reduction in drunk driving behaviors over New Year’s Eve. The study identified that social marketing organizations were poor at exploiting Twitter, but the general public was prolific in disseminating anti-drunk driving behaviors. It provides recommendations on how social media can be used to help marketing researchers, managers, and policymakers to work more collectively.