s:11:"ccf_message";s:421:"Aha   that makes more sense!  Many thanks Bertrand, I comepltely agree.  Talking about the ROI of social software only makes sense when applied to a business problem.  Then it is a question of social software affecting the ROI of a previously identified issue.  It&#039;s like asking what the ROI of a hammer is.  If you desperately need to hit a nail, then it&#039;s good.  If you don&#039;t, it&#039;s pretty worthless.";