What is the ultimate question?

In our search for knowledge and answers, we have come across our first major challenge; What is the question?

Most companies with a sense of self awareness are already dabling in social media. Some leave their social media presence to the most social media savvy member of the marketing team. Others bring in a marketing or PR agency. In any case, there is conciderable amounts of time and money being thrown into having an active online presence. And from this, many questions arise; What is the effort really worth? How do we measure the effect of social media marketing? How do we actually build a viral campaign? Who benefits the most from customer interaction through social media, and what media should they use?

There are many people working to answer these questions. And, in cases like that of measuring effect, the answers are as numerous as the people providing them. Luckily, we have some of those people available, and that will hopefully steer us in a useful direction.