Slide 13, "Sufficient Scale of What?" is a presentation topic in itself, Mike.

In every recent meeting that I have been in where social media was proposed, this is where either the rubber hit the road...or it veered off into the ditch. In my experience, marketers tend to be satisfied with the "Reach" apple on the left but the CFO and the BU owners keep emphatically pointing to the "Result" orange on the right. This usually involves the traditional glowering and harrumphing that are exchanged between the CMO and the CFO.