As marketers, we typically refer to what we do as social media marketing. But is social media really a marketing channel? Can it generate measurable conversions and sales? Or is it more of a space for community building and engagement? In this article, we'll explore both sides of this great debate. We'll consider the concept that social media is in fact a powerful channel for driving full-funnel results and the argument that without proof of ROI, social media is merely a space for branded communication and community building. If you'd rather listen to this discussion, tune into the webinar hosted