http://spreadsheets.google.com/feeds/list/rr27AX2XrzvJpB7pKxW1D8g/od6/public/basic/d6ua42009-06-29T13:53:12.174Zquestionsessiontitle: The elephant in the room: Why bother?, questiondiscussiondescription: This session is for all the skeptics out there, but also for the believers out there who have nevertheless been challenged by their friends, colleagues, bosses or clients to back up their claims of the wonderful panacea that is social media with some cold hard data. Four years in, do we have any better answers to the most basic of questions: why should I, or my company, engage in social media? Here's a hint: "Because everybody's doing it" still doesn't cut it. Is social media and web 2.0 driving real business benefits, and if so, how do you measure them and explain them in a way that a CEO or a grandmother can understand?