Well actually “it” is all the same thing. Earlier today Jo (@Brandguardian) was tweeting about changing the terminology of SM to make it more “acceptable” to mainstream business, the above are some of her suggestions. This is not a new idea, in fact I came across this article recently by Chuck Hemann which discusses the concept of re-naming Social Media Monitoring as “Strategic listening” to move it away from being tarred with the same brush as traditional media monitoring and to help to obtain high level buy in and budget.
However, I personally don’t see the value of re-naming something to try and get buy in. When we are trying to persuade our clients (or internal stakeholders) to engage on a particular course of action, be it social media or otherwise, I feel that the value of that course of action has to speak for itself. They must engage with that course due to its merits, benefits or alignment with business goals (preferably a mix of the above).
We can try to make social media more acceptable to “mainstream business” in a number of ways, but in the end it doesn’t matter what we call it, they have to be sold on the course of action and on the impacts it is going to have on their business, not on the name!