What if you had to re-examine your assumptions around social media? What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? What if you had to manage dozens or hundreds of properties, and millions of fans? What would change? This presentation looks at four challenging areas for companies engaging in social media at large scale - structure, community management, content and measurement - and offers tips on how to approach each of these at scale.