Social marketing is a lot like sex. There's a lot more talking about it then actually doing it. I don't mean that most people are not using social media to connect with their friends, follow topics of interest, and talk almost endlessly about what they think of the brands they interact with on a daily basis. But social marketing is more than social media.

As Phillip Kotler wrote in the 1970s, "Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society." It's more about understanding what is important to your target audience and listening to them, than extracting insight from that learning and applying it to the way in which you communicate and create experiences for your customers (which, by the way, is a lot more than counting likes or feeling good about the sentiment analysis of your brand).