ROI of Social Media in Nonprofits–What’s it all about?

I just reviewed a post at The Nonprofit Times  that came across my Twitter stream via @AshtonGilliard (looks like her first tweet too!  Welcome to the Twitter-sphere Ashton!.)  With the online version of the NPT column not accepting comments, I felt compelled to make my voice heard here at my blog.  To be fair, my interest is almost academic, though not uninformed.  While not currently in service to the community on any NPO board, I have started nonprofits, led them and helped manage them by having been on several NPO boards, I think I have a leg to stand on here.