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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

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Where’s the ROI? How the U.S. Armed Forces Measure Social Media Success

Professional Development Workshop Set 4

Your Session ROI

ROI is conducive to measuring social media success in for-profit entities, but nonprofits and government need to look at alternative approaches to evaluate success. Simply counting “likes” won’t cut it. Lt. Col. Ann P. Knabe, Ph.D., APR+M, public relations instructor, Communications Department, University of Wisconsin at Whitewater; Lt. Stephanie Young, lead social media strategist, U.S. Coast Guard; and Staff Sgt. Mark Fayloga, combat correspondent, U.S. Marine Corps, demonstrate how the U.S. Armed Forces measure success with non-monetary standards. Using case study examples, they will explore different ways to measure success.

Session Materials


Col. Ann P. Knabe, Ph.D., APR+M, dean of students, associate professor and reserve component chair, College of International Security Affairs, National Defense University

Photo of Col. Ann P. Knabe, Ph.D., APR+M

In addition to her role at the University of Wisconsin-Whitewater, Lt. Col. Knabe is an Air Force Reserve public affairs officer and social media strategist assigned to the Pentagon.


Lt. Stephanie Young, lead social media strategist, United States Coast Guard

Photo of Lt. Stephanie Young

Lt. Young has been the editor, manager and lead author for the flagship Service blog, Coast Guard Compass, since June 2010.


Staff Sgt. Mark Fayloga, chief, social media, United States Marine Corps

Photo of Staff Sgt. Mark Fayloga

Currently in his eighth year of storytelling, Staff Sgt. Fayloga oversees a team responsible for the Marine Corps official presence on various social media outlets.