This is part one in a three-part conversation with Olivier Blanchard, author of Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. In the first segment, Blanchard dispells the myths associated with social media programs, how the corporate structure should change to better utilize social media and the role social media inherently plays in brand management. In part two, Blanchard covers the ideal structure of a social media program and gives some best practices for managing it. In part three, Blanchard covers metrics and strategies for tracking direct ROI for social media projects.