As social media marketing matures, B2B marketers are finding their way past the trendiness and hype to develop new ways to build profitable relationships. For large companies with global partner and strategic alliance networks, social media offers unique advantages that go beyond reputation monitoring and messaging. In fact, the available gains to be realized from socializing the partner channel vastly outweigh those of marketing communications—and are certainly more measurable—once channel marketers discover the real opportunity and how to pursue it.