As marketers, we hear and talk a lot about social media. Social media is on the rise in Singapore, with nearly half of the country's leading marketers believing that social media advertising spend will increase this year. But what really excites social media advertisers? Word-of-mouth marketing? Strengthening the brand? What are the challenges? Identifying the right audience in the noise? Or the dreaded question every CEO will ask: What is the return-on-investment?