It has been 15 years since LinkedIn debuted as a fledgling and unique job site. Later morphing into the leading business-to-business social media marketing channel, LinkedIn opened the door to what would become a multiplicity of social platforms, including Facebook (launched a year later, in 2004), YouTube (2005), and Twitter (2006).
Yet, while more B2B companies are increasingly integrating these four dominant channels into their overall marketing plans, some wonder if it's truly paying off in real marketing performance metrics.
"I've been in social media for almost a decade trying to encourage big advertisers to move dollars to some of...