15 Social Marketing Questions you should know the answer to

Atlanta Ad Club's Social Marketing Roundtable on January 21st.

On next Thursday, I am helping put together a roundtable on social marketing in Atlanta.  It's interesting to put together a group of really interesting and smart group to talk about social marketing and the new techniques going on in this city.  The panelists are:
Nicola Smith, Moxie Interactive
Bert Dumars, Newell Rubbermaid
Jennifer Jones, Porter Novelli
Reggie Bradford, Vitrue
David Rollo, 22 Squared

What's really important is here are the questions we'll be asking them.  These are questions I want to hear their answers on?  Really they're questions anyone involved in Social Media should have answers for.  My plan is to steal their answers and merge them with my own.  What are your answers.
1. Why does Social Media matter so much to businesses?
2. What are companies doing right with social media and what are they doing wrong?
3. How do you integrate social media into the marketing mix?
4. What can you do to encourage participation?
5. How is advertising, PR and social media working together? 
6. Does social media belong in the realm of advertising or PR?
7. How do you measure results/success?
8. How do you tie social media to sales?
9. Can you give an example of a social media campaign you've completed that's been a success?
10. How do you go about working with bloggers?
11. What do you think the future of social media looks like?
12. If social media isn't "free"... how much does it cost and what does it get you?
13. Where are companies diverting marketing dollars from to support their social media investment?
14. FACT: Over 65MM people access Facebook via Mobile per month. Will this change how companies leverage mobile as a key social platform differently in the coming months/years?
15. How have social media management tools/services grown/changed in the last 12 months. Are they making things easier or more complex?