Fan and follower numbers mean nothing without engagement. In this case study, I analyze why a company with 4,000 Twitter followers and almost 500 Facebook fans is failing at social media.

The NTEN National Technology Conference 2009 Session on Mapping Social Media to Metric offered to opportunity to lean how nonprofit organizations are listening, utilizing social media, measuring their efforts and adapting their efforts based on what they are learning. In this post, I captured the session's conversations and lessons learned from the social media practitioners in the field.