* Is the event provocative? Will the session likely challenge my own view of how the world turns in social media? This one is a hard to get right, yet can be the most important.

* Can I connect with clients or brands during the trip? The “killing two birds with one stone” approach helps justify costs and time. Likewise, can I connect with my global team and deliver off on part of my business mission with them (e.g. new training, business development, their client meetings)

* Do I have something substantial to contribute as a teacher? Beyond the ‘thought leadership points’ of stage-time, is there an opportunity for me to share something highly useful with colleagues, something they can meaningfully apply to their business within 30 days? (I hold myself to a slightly higher standard which I hope to meet) I don’t want to speak just to speak – too many folks burning us out with that.

* Can I meet a concentrated group of social media specialists for the sake of current and future recruiting needs? Meeting colleagues who are actually doing the work and sharing from experience is usually very valuable.

Social Media-specific:

Beyond this base there are a few new criteria which draw from where I am at professionally – both on a personal level and as a leader at Ogilvy. Some are qualifiers on the above criteria, others are new criteria.

* Will the event give me considerable opportunity to meet and talk with professionals in one of the core areas of my business focus this year? We have set priority areas of expansion for our business – social media platforms, geographies, business verticals. For instance, we are tremendously bullish on the use of the Facebook/Twitter social crm model for brands in a few markets around the world. We specialize in integrated social media programs that scale. Can I advance these expertise/offerings even further? Can I find or establish a “community of practice” even?

* Does the event go deep on any form of meaningful measurement? You might argue this is just another facet of the previous criteria yet it is a singular focus for us and worth calling out. Ever since we introduced Conversation Impact (or really when we began working on it), we are insatiably hungry for the best thinking on measuring impact and performance. Also, events that have a solid focus on measurement – marcom, business impact – tend to be more rigorous in their agenda – less fluffy talks/sessions.

* Will I learn new ways to innovate in a “bootstrap” environment? I was thinking about this the other day when talking with Andrew Nachison from WeMedia, another great conference coming up. My team at Ogilvy innovates all of the time coming up with new, more effective and impactful ways to use social media marketing. We embed that innovation in our day, so-to-speak. I am always eager to learn new ways of doing that.