An interesting take on measuring the ROI or return on investment for social media based on Tourism Ireland sucess with their Facebook Page. These are metrics that I've discussed in other posts/places with a different spin.
Mark Henry the marketing director of Tourism Ireland proposes 4 "consumer engagement" metrics:
1. Post Impressions: viewing a brand post.
2. Page Impressions: viewing a brand owner’s social platform.
3. Personal Actions: consuming brand content such as photos, videos or links.
4. Public Actions: sharing brand content with their network.
If you think of your program as the "brand" these are a useful way to consider the return on investment. A financial value was calculated for the cost of delivering differeing levels of engagement. Would be interesting to consider the cost for local/state and national level Extension programs.