Digital communication tools have transformed the way we can change behaviour. There are benefits for academics and social marketers using digital and social media as tools for both information sharing and behaviour change. Both individual and macro behaviour change principles can be successfully applied in a digital environment and advances in analytics and sensor technology allow social marketers to effectively motivate a participant’s behaviour change journey through relevant and timely support. The combination of network theory and social media has shown that strategically structured online communities can create social environments that promote behaviour change, and social currency is a necessary component in building a social media campaign that has high-value content which in turn creates high engagement and social media campaign success.