Social Media is of the moment but this new-ish term clashes with a venerable profession of a related but distinctly different nature. They both have marketing and media elements but that’s where the similarities end.

Social Marketing developed in the early 70’s as a term to describe marketing techniques used to change behaviour for social benefit. Typically these are health campaigns and not for profit activities. Social Marketing certainly uses Social Media – an example is the White House Push Back drug campaign. But it’s just part of the marketing mix. The printed leaflets about swine flu dropping through household doors across the UK are also Social Marketing.

The onslaught of digital networking tools for the mass market gave rise to the term Social Media. Up until a year or so ago, facilities like Twitter, YouTube, MySpace and Facebook were variously called User Generated Content (UGC), Consumer Generated Media (CGM) or My Media or Social Networks. But now the phrase Social Media is definitely to the fore.

It doesn’t help that the term Social Media Marketing is often used. This is about marketing using social media. As opposed to Social Marketing Media which is the available communication channels to deliver a Social Marketing campaign.

Confused? You’re not alone. There are even books on Social Marketing which are actually not about Social Marketing but are about Social Media Marketing. Doesn’t say much for the author’s veracity. Many social media “experts” are happily committing the Social Marketing faux pas in their blogs and presentations.

And there are examples that are both Social Marketing and Social Media. I doubt if the writer of that particular blog is either aware or cares about the subtle difference. Try a Twitter search for Social Marketing and 99% of what you get is to do with Social Media.

Those in the Social Marketing business know who they are and how Social Media relates to them. But their worthy profession is in danger of being utterly swamped by people who know only of Social Media and are inclined to add the term ‘Marketing’ as it suits them. You can’t really blame them. Unfortunately for Social Marketing, unless Social Media turns out to be a short term fad (unlikely), the zeitgeist and majority view may well prevail.

It won’t be the first time words have changed their meaning. Sophisticate used to mean to adulterate, mislead, trick with words.