Many health-related nonprofit organizations are “doing” social media but relatively few know if they are doing it well, or have a clear understanding of how it fits in to their overarching communications strategy. Many see the value, while others question its ROI. This panel will share the perspectives of four prominent national organizations that are highly active in social media, each working on four very different social issues: The American Red Cross (Disaster Relief), The American Legacy Foundation (Smoking Cessation), The U.S. Census, and The Advertising Council & R/GA Advertising (Teen Dating Violence Prevention). Each panelist will describe their organization’s approach to social media, provide a brief case study of a recent social media initiative, and describe how they measured effectiveness. The focus will be on sharing lessons learned that other health communications organizations, large and small, can apply to their own work.