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In a last-ditch effort to drive sales, many companies are increasing their social marketing spend. But by treating this technology as a Hail Mary pass, the gap between social media strategies and business value only continues to widen.

The proof is in the numbers. According to a recent survey from online business community Manta, small businesses are beginning to question their decision to go social. While 50 percent of respondents said they budgeted more time for monitoring social sites, approximately 61 percent failed to see a return on investment.