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Thanks for this post, Valeria.

So my opinion is that it most certainly is NOT a marketing thing.

This is a new communication medium, and it should make our companies more transparent and buyer-focused than ever.

I think the challenge, though, is less about engaging every department in social media. Rather, it is the organizational change when it comes to better engaging with the buyer and making that a cross-organizational thing.

Great call-out and great item to be talking about right now.

Adam Needles
B2B Marketing Evangelist
Silverpop

Twitter: @abneedles
Blog: http://www.silverpop.com/blogs/demand-generation/

Every point highlighted above is quite true,Social Media conceptualization is not just for B2B firms but for every individual who is trying to get something out of web 2.0 as a whole.

I don't think its a bubble anymore as its been proven that if you understand the real sense of it that is to build a mutual relation by adding value to each other, you can easily go a long way with social media.

@GRHansen Rightly said on Valeria's last question, It would be like asking - 20 years ago - is cable TV a "marketing thing"?

Social media can provide value to virtually every group within an organization of any size. Marketing is clearly where most companies have dipped their toes into the water, but as the possibilities of social media begin to become better understood it's clear that customer service, sales, product development and other groups within every company will begin using social media.

As you point out so well Valeria, social media about a news ways of connecting and new methods of utilizing the value that comes from those connections. An idea like that is certainly not limited to marketing.

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