In Chapter 10 of 13, Carrot Creative co-founder Mike Germano shares how setting client expectations in social media projects differs significantly from that of digital media. Traditional digital media projects include product specifications and blueprints and can be built. Progress, budget, and performance is very measurable. Social media requires planning, budgeting, and building a platform and the unknowns are many. This includes how many will show up, how they will participate, and what conversation this participation creates. It is an ongoing learning experience Germano embraces in his work rolling out over 100 social media campaigns at www.carrotcreative.com