It is an anathema, the taboo topic of the healthcare social media circles; they are three little letters that can cause more angst than almost any other aspect of planning and deploying a social media strategy - ROI.
There, I said 'em.
Regardless of your feeling on metrics and ROI, they are a topic that will continue to crop up. Having a way to track interactions and participation in social media seems to be a reality for any healthcare organization. One of the ways to address ROI is by monitoring trends in interaction. While there is some subjective work in determining what constitutes a positive vs negative interaction, the results are solid enough when presented over time. If French is the language of love then spreadsheets are surely the language of management.
Below is a link to the dashboard spreadsheet that my organization is using. It is homegrown and inspired in part by conversations with Dana Lewis.
The template is in MS Excel 2003 format, and there is a link to a Google Spreadsheet version as well. It is distributed under the creative commons license as follows: SM Metrics Template by Nick Dawson is licensed under a Creative Commons Attribution-Share Alike 3.0 United States License.