What are the key questions nonprofit orgs should ask to help them determine how to prioritize social media training and experimentation as they do their technology and organization-strengthening planning?

1.  What is our organization's goal in using social networking sites - getting [more] people involved or maintaining communication with the net-public?

2a.  How does our organization define "getting involved" or "being involved"?

2b.  What are the expected results of maintaining communication with the net-public?

3.  What are the key factors that determine whether someone will become involved in our cause?  Do they vary according to the social networking site/group page/amount of advertising and promotion/etc.