Not sure why social media marketing is mentioned on a PR site (seems PR2 Squared has its wires crossed - in more ways than one).
That's obvious when you read the line from a recent article: "The focus of Social Media Marketing should be on the organic growth of long-term relationships. When you have a long-term relationship with a brand, you’ll give them the benefit of the doubt when they pull off a stunt; you are likely to enjoy it; you might even pass it along."
Well, knock me over with a feather. I thought PR had been doing this for years.