It's not Social Media, It's Social PR

So here is my beef about companies calling their Facebook/Twitter/LinkedIn/etc. "social media."

Let me start by saying that the medium is indeed social media.  Social Media, in any platform, is great for both individuals and organizations alike.  It is taking over the world, and people like me are obsessed with it. But when it's used by a business or organization, it's not social media.

It's social PR.

I know that social media efforts fall under the marketing department sometimes, but this isn't right.  The PR department is where social media efforts should take rise.  Social media efforts for businesses/orgs are about connecting with your target audiences and managing the relationship you have with them.  It's not about selling (although the overall goal could be increased sales or product recognition)-- social media is a tool used to create and foster the relationships essential to any brand.  This lines up pretty well with the goals of PR, which include:

“Public relations helps an organization and its publics
adapt mutually to each other.” (PRSA)

Or, according to my PR professors in college: "Managing the relationship between the organization and its key target publics."

You aren't trying to get everyone on the planet to follow you and spam your organization's wall space; you want the people who your product/service applies to, and you want them to have meaningful interactions with your organization as well as others who may be using the product/service.  You are managing that relationship and fostering its positive growth.  This relationship, my friends, is what we call Public Relations.

Just my thoughts.  Agree or disagree?