The theme to be addressed in this article starts from the theoretical, where it is a question of identifying the relationship between the social aspects between individuals, the organizations that belong to the third sector and how these are manifested through social actions in the market. . As is the concept of super diversity proposed by the theoretician Vertovec in 2007, which addresses various ethnographic aspects and helps to understand this phenomenon of social interaction. At the time that organizations implement this type of action in the market, it is evident that they have an unlimited and significant number of difficulties with which social innovation cannot deal due to the lack of strategic proposals from marketing science, ethnographic knowledge and the environment. The objective of this article is to show the reader the latent needs that social marketing has in terms of interaction networks and how they are related to social aspects through ethnographic studies and the macro environment in which they are located. Also by means of this, it is sought to generate strategic ideas of social marketing to help this problem through analytical and theoretical frameworks that allow having a vision about social marketing. One of the unknowns that this article seeks to solve based on theory is: How is social marketing related to communities? The response is structured in relation to networks of social integration. Since according to the scenario of the economic crisis that exists worldwide and is considered to be constant, social companies that are part of the circular economy began to be included in the market. In addition, it is expected to be able to apply this theoretical conceptualization in a case study that can help you, Mr. Reader, to identify the social marketing strategies applied and in progress in some organization of the third sector.