Overcoming reticence or resistance to new social media initiatives is one of the key challenges facing marketeers in the financial services/technology space. Improved SEO/Google ranking (and therefore improved site traffic metrics) is frequently used as
an ROI measure but that seems to be missing the point. The less tangible benefits - raised profile, greater number of "conversations" with influencers etc are much harder to measure but arguably of far greater value to the organisation.
What real life scenarios/case studies have worked for you or your organisation that you could share?
My view is that an incremental approach, gradually overcoming internal concerns little-by-little has more chance of success than trying to launch a mass of initiatives in one go.