People who grew up on computers (and all that implies) do things easily, almost unconsciously. Those who had already reached their majority (or more) by the Internet age often find themselves adapting and coping (as well as cursing and raging) as they go along.

So it is with organizations using the Internet and social media to fulfill mission. Very often the nuts and bolts of the computer work are done by those young enough to find it second nature. But, the decisions are often made by those who are still struggling with email.

The other issue is how to value all of the work and the return on that investment.

Pam Greenberg and Meagan Dorsch have attempted to offer guidance in their article “What You Need to Know About Social Networking,” which originally appeared in “State Legislatures” and was reprinted in the book “Social Networking.”

They list eight things anyone should know before setting sail in the world of social media. The advice was intended originally for individuals, but it has application for organizations as well. They are:

• Know the tools; the number and type expand each day.
• Focus on your purpose.
• Differentiate between personal and professional.
• Develop a communications plan.
• Identify your audience.
• Set your limits.
• Know the security risks.
• Be familiar with your user work station (UWS) and policies.

Any endeavor started by a nonprofit organization involves some consideration of return on investment (ROI), and it is no different for social media.

In their article “Can You Measure the ROI of Your Social Media Marketing?,” which appeared in “MIT Sloan Management Review” and was reprinted in the book “Social Networking,” Donna L. Hoffman and Marek Fodor suggest that calculating social media ROI should go beyond traditional measures of return on sales and look at marketing objectives, for example.

Hoffman and Fodor give three social media objectives that can be helpful in driving social media metrics. They are:

• Brand awareness. Traditionally, brand awareness is measured through tracking studies and surveys. Online, however, marketers have a number of ways to track brand awareness. In the social media environment, every time a person uses an application designed by or about an entity, that entity gains increased exposure to its brand.
• Brand engagement. Engaging social media campaigns involving user-generated content likely generate commitment on the part of the consumer, reinforcing loyalty to the brand and making the customer more likely to commit additional effort to support eh brand in the future.
• Word of mouth. Satisfied and loyal consumers communicate their positive attitudes toward the brand itself or toward the social application created by the organization to new, prospective customers both online and offline.

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