• by Joe Mandese  @mp_joemandese, September 21, 2009

That's what Deborah Schultz of Altimeter Group cautioned OMMA attendees, emphasizing that thinking of social media as a marketing platform -- in and of itself -- is a big "mistake."

"It think this is a huge mistake," she said. "It is a major shift. It may have an advertising component in it, but it is not just a marketing channel."