When senior executives are confronted by social media opportunities, it is natural to ask the question "where is the ROI?"

So, maybe this one will help. It's about how H&R Block generated a 171% lift in Internet ad awareness.

Of course, that may not be enough.

There's still inertia and fear to overcome. And internal selling... a lot of it.

1. Lawyers are a concern: will they enable the type of transparent and authentic conversation which the current environment requires?
2. Next, will senior executives have the stomach for it?

Tough questions.

For lawyers...is there a way to help them realize that the real risk is of not participating in an authentic way?

And for senior executives, there are probably two thoughts running through their minds

1. I don't want to be the guy whose legacy is that he was "asleep at the wheel" and missed the seismic shift that occurred on my watch and didn't take the steps necessary to prepare the company?
   
2. I don't want to be the guy who bet the business on a newfangled, unproven strategy that sacrificed our market position

How do you resolve that issue?