When it comes to businesses leveraging the social web to communicate with customers and improve brand awareness, there’s some good news and there’s some bad news.

The good news: 86% of professionals have adopted social media in some way, according to a recent survey by Mzinga and Babson Executive Education.

The bad news: A whopping 84% of survey respondents who’ve adopted social media don’t measure their social media programs.

Even worse: 40% weren’t even sure they could monitor social media ROI.

Thankfully, there are a host of free or low cost tools available to help companies and organizations track social media success. Use one or more of these 5 social media monitoring tools to gauge how well your efforts are working.

Read More: TopRank Online Marketing