For me there is Social Media, and Media Marketing, but no such thing as Social Media Marketing. It has no pulse and neither do the people who are obsessed with it. It is only marketers desperately trying to breath artificial life into it. I'm not anti-marketing, I am anti-SMM. My daily work revolves around helping small business people market their products or services strictly via the internet.
They don't care for all that "venus-style" right brain nonsense!
Actually I do, very much. But, for me "venus-style" is all about expression of creativity and has nothing at all to do with logic. SEO and SMM is all Mars. The north pole of my left brain is the architect and my right brain waits patiently to express its logic visually through graphic design and creative writing. When I surrender control to my right brain, after explaining to her what I want to accomplish, she goes to work and produces a final presentation that will promote itself through visual appeal and flow of expression, no social media #*$!ing (rhymes with limping) required. Her final product will promote itself allowing Mars north time for leisure and meditation while Mars south spends countless hours crying in his beer because he is overworked and has lost touch with reality.
Venus is simply waiting patiently for those 2 Mars poles to come to agreement so she can begin her work. Though impartial, deep inside she hopes for the north pole to guide her. If the south pole wins the battle of wits she knows she is going to be exploited. The north pole of Mars is the architect and the south pole are the "in your face" marketers. Traditional marketers don't know enough about SEO logic so they have to work double-duty which consumes a whole lot of their energy to accomplish what can be done with less effort through logical SEO.
Guess what - Google has their new source of ranking signals!
Those signals Google are picking up are distress cries from Pluto. And of course we know that's not a good place to be headed since they were removed from the collective agreement a few years ago. SMM will self-destruct eventually. Client sites I developed have held their ground throughout all the changes implemented at Google in the last 6 months. Except for a band website, they do not apply SMM in any way, shape or form. The band site does because hey, it is a social event and they really do have fans. They don't have to buy those fans either. The fans arrive naturally to enjoy the gifts of creative expression those guys have. In fact my client sites have gained ground and moved up higher on page one results from their lower page one SERP positions. Meanwhile, competing sites that were higher (some jumping on the SMM) fell off page one and some I can't even find anymore, pity.
SEO is not old school unless your philosophy of SEO is restricted to backlinks. My SEO always has, and always will, revolve totally around on-site logic because it works tremendously well. Only after I have developed everything to be as efficient as possible, copywriting, code, standards, as well as server performance, do I begin to look off-site for a few quality backlinks to enhance it all. Maintaining this approach ensures things remain stable through algorithm changes -- it is my responsibility to my clients so they too can enjoy some real social leisure time in fresh air away from the anti-social device we call computers.
The acid test is simple. If you were only allowed to use one method or the other, SEO or SMM, which would you apply? For me SEO can stand on its own but SMM cannot. In order for SMM to work you will have to be able to keep the audience's attention. Today's consumers have very short attention spans, you cannot keep them focused. It's like someone else here said; they are like butterflies. Make it easy for them so that when they remember that they need something they search for it and voila, there you are on page one of SERPs. SMM, what a waste of precious time.
I love the internet and how it helps us with our daily chores. But, at the same time there is sooooo much fluff floating around. SMM is among the fluffiest of it all.