"I’ll say it again that incorporating the word “media” behind social has relegated it to the one department that is often least ready to take true advantage of social networking platforms: marketing. Marketing’s history of pushing out messaging to mass audiences, without any real directive to listen to a response, makes them the loudmouth at the party. 'LOOK AT ME! OVER HERE! I’VE GOT 42 THINGS I GOTTA TELL EVERYONE NOW! OK, FIRST...'"
Andrew Eklund is a great social media thinker and this post from his blog is spot-on. Social business is too important to leave to the marketers (or PR folk).
A must read.