Jason Fall's definition of social media marketing

I like Jason Fall's definition of social media marketing --

"Social media marketing, however, is the practice of engaging audiences in conversations about a given subject to foster greater volume, better sentiment or to gather intelligence from the participants about that subject."

http://www.socialmediaexplorer.com/2009/03/09/why-you-shouldnt-trust-social-media-to-an-seo-consultant/