Although 80 percent of employers report using social technologies, 49 percent of employers say they are not taking advantage of the full potential, and only 12 percent of employer say they have improved their daily activities, according to a recent survey by Teradata, an analytic data solutions company, and Mzinga, a provider of social intelligence solutions, along with the Center for Complexity in Business at the University of Maryland.

Social technologies are used for marketing, employee collaboration, customer service, and support and sales, and the survey finds that the top  areas that affect trust and influence are customer experience, service or support; marketing or brand experience; employee collaboration and knowledge sharing; and sales.

Another 75 percent of respondents fail to measure the return on investment regarding their social technologies. Instead, most do this on a case-by-case basis. Among those not measuring ROI, 31 percent are unsure whether their vendors provide analytics, 14 percent have vendors that do not provide analytics, and 44 percent do not work with vendors for analytics.