The latest issue of B-to-B tackles the topic of social media as a revenue-generating marketing channel—more specifically, can social media be a revenue-generating marketing channel?

The article features opinions from experts on both sides. It seems the jury is still out, but nothing sums up the dilemma better than this quote from Matt Ceniceros, who runs FedEx's Citizenship Blog:

“If you look at social media as a channel instead of a new frontier, it becomes more tangible. From a media relationship standpoint, the way we talk to print isn't the same way we talk to broadcast, for example. As the business world becomes more sophisticated in using social media, its special way of being addressed will become more sophisticated as well.”

We couldn't agree more.