"What is the return on investment (ROI) of social media?" We get asked this a lot. Companies and charities - frustrated by the amount of time and effort things like Twitter, Facebook and YouTube take combined with an apparent lack of results - are wondering if social media is really worth it.

The problem is, organisations often make investments in communications without defining the return they want. The biggest challenge to determining ROI comes from a failure to define what return means at the outset. Without knowing what you are trying to accomplish, it’s impossible to measure your success.

For 30 years, Fenton has partnered with non-profit organisations and select cause-driven companies to make social change.

Their new guide "See, Say, Feel, Do" helps to demystify social media metrics and provides a simple framework for planning and measurement.

And you can download it here.

This article was featured in the September 2012 edition of our e-bulletin Counter Intelligence. To subscribe, please click here.