I can definitely sympathize with the FVAP Panelist. Proving that there's a strong return on investment in social media can be difficult. Even if in cases where it's obvious that there's a ROI, it can still be difficult to extract those hard numbers. I would think a huge challenge would be to prove that allocating resources towards social media efforts is worth it for government. I, unsurprisingly, think that it's worth it for government to be on social media, but in an age of cost cutting it seems like something that could easily be political fodder.