Often times businesses and organizations focus on impact and the ability to raise peoples awareness of the brand, influence their perceptions, and attempt to gain their support through the use of soft ROIs. The challenging aspect of soft ROIs is the ability to measure the success. I have been working for a Girl Scout Camp the past five summers as a Camp Counselor. Over the past five years, attendance began at its ultimate high, decreased, and is currently on the rise. When attendance began to drop, the camp created a Facebook page. Each week we posted pictures of the girls that week and updated the site. We also sent home a piece of paper asking parents to “like” us on Facebook. Before we knew it we had several engaged parents commenting and posting to the page about how positive the experience has been for their child. Camp counselors would also visit classrooms during the school year to promote the camp on a volunteer basis. Both of these are examples of soft ROIs. One way that the camp could begin to measure school visits would be to track where the campers are coming from. Was there a rise of girls from a particular area that had a school visit from a counselor? If so, that may ultimately be due to the involvement from the counselor and the engagement that occurred. Another addition that was added was a program assistant. During the “off” season it is her duty to help market for the camp. Part of her duty was to organize field trips during the school year such as a trip to an indoor water park. Although she was utilizing Facebook as a tool to market she was also creating involvement throughout the year instead of just the summer months. This in return created a hard ROI. We knew that by hiring her, we would make money from the trips that she planned and created. Although social media is a difficult tool to measure and analyze it is crucial to evaluate and have a sense of what is working and areas to improve on.