WOW, Someone has finally put a real name to the emeging new industry that involves all aspects of “social engagement” including: managment, measuring, organizing and monitizing the Social Media experience and extending or integrating the ecosystem.
The key feature here is the advanced forms and means of aggregating data from users social media accounts and related services to package and sell to corporations and agencies. This is a higher level of marketing here-to-fore unavailable without giant effort.
Years ago I personally called this type of targeting “vectoring” now it has a real name and has emerged as an industry rife with all the opportunities, risks and rewards that come with being so new and promising.