Everyone has an opinion about social media and the value it adds to nonprofits. Your Executive Director wants you to have it, and how can you tell a funder you don’t have a social media presence. The Communication Director sees it as another medium to “reach the public." The energy and enthusiasm of cutting edge staff is infectious as they tell you about their tweets, Facebook posts, blog posts and goofy, cool videos they watch. No one is arguing the coolness of social media nor its ability to collect “friends," “followers," and “views," but how do you measure what this means in terms of meeting your organization’s mission?