From the classic films of Basil Rathbone to the recent Robert Downey, Jr. franchise and a canon of stories that has never been out of print, this iconic detective is a fixture in the public imagination. More than a series of mysteries, the stories have been called "a textbook of friendship." But if you look close enough, you'll also find a guide to some of the tenets of social media that we all know. Scott Monty is the head of social media for Ford Motor Company and a member of the Baker Street Irregulars, an international invitation-only literary society dedicated to Sherlock Holmes.