I missed this article in Fast Company last January. It was about how the Monty Python crew responded to illegal uploads of their video clips. Rather than get litigious, the up loaded their own versions in high quality, categorized and in their own channel... for free. The upside is the effort increased DVD sales 23,000 percent.
I'll repeat that, because it bears repeating.
You want to know what the ROI of social media is? You want to understand why giving up control is a good idea? You really need to adjust your thinking to something "completely different."