Social media suffers from an image problem today.

Most people in the enterprise tend to think of social media as a collection of delivery devices: new channels of increasing importance that marketers use to help reach current and prospective customers. In marketing speak, the emphasis is on owned media.

This perception of social media should come as no major surprise; it is a natural marketing instinct to improve the reach and portability of our messages, and to latch onto new media that help to efficiently achieve that purpose.

But what about the media brands earn on social?

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