The question is usually asked something like this: "At my company we measure sales leads and press clips. So how do I explain to my boss the value to giving up control of my marketing and engaging my customers via social media? How do I measure the ROI of 'new marketing' via social media and creating information of value to my buyers?"
Warning: My answer contains a cynical component as well as a practical component.
Thanks to Bob Collins for formatting this one question into a short video. Direct link to the video here.