Social Media Bigger than Marketing and PR?

Michael Brenner (@BrennerMichael) was quoted by Tom Pick (@TomPick) in a recent blog post, and I'm curious: Do you agree with what he has to say? "Social is much bigger than marketing and PR," he said. I don't have the source article from Michael, but I'm not sure I agree. I think Marketing and PR are fields of practice. Social media is a channel. Now, as it grows and grows, and as we look for ways to align marketing roles within organizations into focus areas, you may be able to say that "social media" is actually becoming its own field of practice. However, I do not believe the three are mutually exclusive, and thus I don't know that they can be compared to one another. I think there's a fantastic overlapping and intersection between marketing, PR and social media, as well as interactive advertising and other methods and channels.

What do you think?

Amplify’d from
“Social is much bigger than marketing and PR. “Social is much bigger than marketing and PR. It’s a customer phenomenon. This will demonstrate itself as social moves into product development, operations, customer service and even sales,” according to Michael Brenner.