Hi Anne, each organization will have different goals. But here are a few things that could be part of anyone's list: 1) Website Referral Traffic. Simple strategies such as including a link in all of your posts and posting to Fb/Tw when traffic is high can go a long way toward sending readers from social media to your website. 2) Brand Building and Community Outreach. We recently set up an "Anti-Bullying Petition" for WKBT which is the station where news Anchor, Jennifer Livingston was bullied by a viewer for her weight - http://bit.ly/P93Lkc - The newsroom wanted to rally around Jennifer and give the community a place to come together. We created a customize App for their Fan Page: http://www.facebook.com/news8000/app_512916948738163 3) Monetization. Many of our clients are successful earning revenue through Facebook contesting in particular. Some do this directly (by charging advertisers for exposure) and some do this indirectly by promoting their broadcast and thus increasing ratings: http://web.socialnewsdesk.com/case-studies