Once in a while I like to go back to the basics. A while back I wrote a post clarifying the meaning of the word “marketing” and corresponding terms such as social marketing, social media marketing, and social media engagement.
The key problem I see now is people using the broad term “social media” when in fact they mean either “social media tools” or “social media engagement’. Rarely do they mean both. This simple little difference is in my opinion the reason why there is such a massive social media knowledge gap in plenty of organizations. Proper context is simply lost in translation.