Everyone's a social engineer.
That's what social interaction is.
Parents socially engineer their children.
Children's socially engineer their parents.
People socially engineer each other to become friends.
The concept of authority is one of the biggest and ongoing constructions of social engineering I'm aware of.
The government socially engineers the country to worship law as if it were based reality.
Advertising is social engineering
So it should be no surprise that occasionally someone rotates use of these pattern recognition and "hand-shaking" heuristics towards influencing behavior, to greater personal benefit.
Personally I find it surprising that more people don't.
To interact socially with purpose.
That is social engineering.
It cannot be stopped because it makes use of the same basic interactions and heuristics that allows humans to be social creatures.
It's the same thing, distinguished only by preference and direction relative to a particular perspective.
It doesn't take a special mind to social engineer.
The social world is just the jungle we individuals scrape, farm and defend from.
For the social world has claimed all physical property forcing us to compete with each other rather than honorably gathering from a physical landscape.
If you have to go to war, (competitive economics is barely describable as a war game). You better fight with every bit of creativity you have.