Social ROI - Is it worth it?

Your brand has a bunch of followers on Twitter and even more likes on Facebook - so what?  Doe this drive engagement or give consumers a call to action?  How do brands balance scale with profitability. Once a brand builds a strong following in social media, what is the most effective means to increase ROU? This article discusses the contrasting views of PepsiCo and Adobe.

http://www.digiday.com/brands/thinking-beyond-roi-in-social-media/