The vast majority of professionals questioned in a recent survey say they now use social media, according to an article published on eMarketer.com.

Conducted by enterprise social media software vendor Mzinga and Babson (College) Executive Education, the survey revealed that 86 percent of respondents across a variety of industries report adopting social technologies.

Yet an almost equal percentage (84%) do not attempt to measure the impact, or ROI, of the social media tools they’re using.

Doesn’t make much sense, does it?

Perhaps unsurprisingly, the top use of social media (57 percent) among professionals is for marketing, which presumably includes branding.

The researchers defined social media as including blogs, chat, discussion boards, microblogs, podcasts, social networks, video-sharing and wikis.