Wikipedia starts its definition with:
Furthermore, Wikipedia defines that originally, the primary goal of ‘social marketing’ is ‘social good’, whereas in ‘commercial marketing’ the primary aim is ‘financial’, what does not mean that the commercial marketers can’t add to the common good at the same time.
Social marketing in the question above refers to social media marketing.
“Social media marketing is an engagement with online communities to generate exposure, opportunity and sales. The number-one advantage is generating exposure for the business, followed by increasing traffic and building new business partnerships.”
Well, there is another concept, called Mashup. It came to my mind when pondering on this social marketing question and seeing following publicity in downtown San Francisco.