Social Media Marketing or Social Marketing?

I'm often asked what Boost Labs does and I find myself always answering "social media marketing". The immediate reply is, "Oh like Facebook marketing stuff right?", which then prompts me into this long speech about how there's more to social media marketing than just Facebook and usually ends with me suffering from dehydration and the poor person on the receiving side of my rambling with a glazed over look on their face. Has "Social Media Marketing" been forever branded as "Facebook Only Marketing"?