It's about time someone took this stance on Social Networking. Anyone know how to get this article into the hands of executives?(FROM ERIC - I posted this comment on behalf of a commenter who emailed me last night, and said he was getting a PHP error when trying to upload it.)

As a web marketing professional having worked for several "real" companies, I often find myself explaining to the executive (or the co-worker, or the janitor...) that the effort required to "monetize" their latest internet scheme will far outstrip any income that can be directly tied to the effort.  Thank you for stating my point more clearly when it comes to monetizing social media.  It's a communication  channel.  Period.