According to a recent Forrester Research report, as many as one-third of U.S. companies surveyed were dissatisfied with their social marketing results. The report also pointed out that only 38% of those surveyed directly targeted their followers or fans on social channels.
Bear in mind, search engines also consider blogs, websites and communities as social channels, so we are not talking just Facebook, Twitter, Pinterest and similar social media sites here.
So what's stopping these businesses? I have tried to answer that question in this blog post.