Social media ROI

As budgets get tighter and print media get, well, less present, it's clear that electronic communications are becoming an even more important part of institutional media mixes. This should mean good things in terms of technological development, best practices, and professional standards. It will also surely mean more emphasis on ROI. As institutions invest more in new media, they are going to want to know where the resources are going.

Not a new conversation, of course, but one that everyone's going to be able to have in a hurry. The key, as I've always said, is the direct connection between the media or program and an overarching strategic communications plan. What is your institution trying to accomplish and how does a blog, Twitter or Facebook help achieve that goal? If you can't draw that straight line, or at least connect some dots, something's not right.

This isn't about monetizing social media or being able to derive profit from a Facebook fan page, but it is about seeing your social media efforts within a broader context.

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