When I worked at FreshBooks the thing I got asked most was "What exactly do you do there?"
The reason people were unsure was because when they met me they would see my title was "Head of Magic" and that was an immediate conversation starter. I've explained my role there 100 different ways but the core message included "a convergence of Social Media, Marketing, Customer Service and PR."
People are always debating the point of where Social Media falls between Marketing, Customer Service or PR and I am here to tell you that if you are doing it really well it will falls into all of them...or even better it's a new category all together and can be run beside traditional marketing departments because when you combine them all, Social Media becomes about one thing and one thing only.
When you are integrating ideas you are not replacing anything (some people think Social Media is a "cure" to all that ails ya) but rather enhancing what you are already doing in any of your traditional buckets.