Social media experts know exactly what impressions, reach, klout, community growth and engagement mean. Although, these words seem familiar to us, they might not be for your CEO. One of the hardest challenges for social media experts is to quantify the monetary return on investment (ROI) of social media. How can you convince the investment with metrics that are unfamiliar to the upper management of your company? Social media wise, the infamous Formula 1 has been considered a dinosaur on social media, and it might have been because of its Chief Executive.