You're right – I missed that out and should've made that clear. From reading We Are Social's own blog on the situation, they said that they had basic objectives to learn from this experiment with “little break, big difference”.

Linking this to the broader picture of the majority of Social Media programming, objectives and measurement are terribly absent – hence they are, as you say, unable to approximate or measure much in finer detail without clear and explicit objectives.

This is all well and good 'strategic advice' stuff, but what about not having any standard for measuring the impact of social media on the bottom line.

Surely we'd be able to approximate all of the above in much finer detail if there was a clear and explicit objective to Eurostar's social media presence. Or was there?