"When the study asked corporate executives worldwide—those who said they worked for “brands, end-users and corporations”—if they were confident that they were accurately measuring social media’s effect, fewer than 34% of respondents said they were, a percentage that had changed little over the past four years."
The key to success? Set clear goals that are tied to your business goals, decide what you’re going to measure, and invest in the resources- people, tools, etc- to do the measuring.
Then test, measure, test, measure, repeat.
It’s not glamorous and it doesn’t work overnight.
measuring might not be difficult - but getting it right is.