We've been doing that for years with adtech!

Oh you are not so good...

crooks and con men have been doing as such long before digital computers.

Social engineering is more two sided. You are trying to get something out of these people, like something very concrete. This is more propaganda.

Propaganda also may try to get things out of people: consent, votes, etc.

Those people generally don't put it on their resumes, having Facebook on your resume is now something that makes it end up in the trash.

I disagree. I’m looking to recommend that a company I consult for hire an agency specifically and solely for their facebook advertising talents.

I am not the ultimate authority at my company but I get a small amount of input. And working at Facebook is an automatic pass now.

Hasn't social engineering always been a common aspect of hacking?

Absolutely. There's a difference in scale and intent, however. Probably simplifying here...

I think the hacking thing always had a bit more of a Robin Hood complex coupled with it. The lone renegades taking on powers and organizations much larger than themselves for entertainment, or acquiring status that they weren't otherwise bestowed.

This is powers using it to manipulate other powers, where the price is paid by the people 'Robin Hoods' were never originally out to exploit.