If you've added social media to your marketing mix, you're probably asking yourself, "Is it worth all the time and effort involved?"   That might seem like a difficult question to answer at first, but there are definite steps you can take to measure the return on your social media investments. What Are You Trying to Do? First and foremost, you need to determine what your actual goal is.  Are you trying to create brand awareness, generate sales, find joint venture partners, communic...