Everyone talks about social media "return on investment" -- but measuring your "return on engagement" (ROE) is what matters. Research and analysis prove that real social media engagement drives results. This presentation covers what kind of social media activities give the highest ROE, why it's so important, and how to use that information to design your programs and social media work. Case studies of organizations that have designed their online engagement to result in high ROE will also be highlighted. The presentation also reviews two approaches to measuring measuring Return on Engagement.