Alumni relations professionals need a method of measuring alumni engagement, including giving, that goes beyond counting event attendees and the number of Twitter followers. Social media are changing the way things have been done within the alumni relations profession, but that does not mean that people throw out everything they have done in the past. There is still a strong argument for continuing in-person events and other traditional alumni relations functions, but one needs to reimagine them in light of how alumni are engaging with each other and their institutions online. In this article, the author discusses what social media mean for the long-term future of alumni relations.