Ch 5: Laying the groundworks for success

In chapter 5 of the book how to make money with social media, I cam across a very interesting and troubling statistic. According to this book, 84% of companies do not measure their return on investment for money they put into social media. This does not make sense to me. I feel that any smart businessperson should always find out if the money they are putting into a project is paying off. Granted, figuring out the effects that social media can have on a business may be hard to put into qualitative numbers all the time. At the same time, most people are bright enough to see if there is a positive trend using social media, or if the thousands of dollars they are putting toward using social media is not making any difference at all. If it is not helping, I would either revise it or get rid of it. If it is helping, I would tyr to make it more efficient and maybe put more money into social media. One will not be able to know if they do not track the results.