In the winter edition of Search Marketing Standard on the plane this week, they had an interesting survey that Prospero  released last year about how companies measure ROI from their social marketing efforts.

The one thing that stands out from the survey is that most businesses as this point in time do not know how to measure the effectiveness of their social media efforts. Asked about social media return on investment (ROI), 35% reported positive ROI and 41% said that ROI was "unknown."