Does social media have a return on investment?

“Today the equation to measure that doesn’t exist,” says Doug Clark, Audi of America’s general manager for social media and customer engagement. Audi has a full-time team monitoring its presence on social-media sites, it’s constantly posting new content, and it has even held special events for the most devoted members of the online Audisphere … Clark concedes that, so far, he doesn’t have any numbers to prove that all this engagement has resulted in, you know, selling more cars.

As pointed out, I suspect most companies don’t really care about the ROI—just the visibility.