Social Vs Capital
If there's been one debate through out 2009, it's been focused on how business can make money of social media... it's a Social Vs Capital debate.
With brands trying to stick up banners, provide 'exclusive' discounts, agencies trying to push "awareness" activities... the problem is they will ALWAYS be the elephant in the room.
Where profitability really comes into play is the level of social capital a brand has in the space. How much people are prepared talk to or about a brand in an authentic fashion. A lot of the time marketers forget that the values that underpin social media, aren't too far away from the values the drive true word of mouth.