Social Media Measurement Lags Adoption

"The vast majority of professionals worldwide are using social technologies for business purposes..."

 The chart shown here breaks down the uses that professionals are making of social media. The article talks about the fact that measurement of ROI remains a bit of a mystery to most users. There are ways to get some measurements, and they include both "soft" measures like the statistics showing followers or friends, and harder statistics that one creates on the site by actions like offering coupons only through the specific media being evaluated. When these coupons are used, you get a "hard" measure of the impact of the media.

The full article contains some other data in charts and some additional discussion. To read it, click on the title link above.