I am surprised about the lack of knowledgeable staff, but perhaps that is because I enjoy learning about and using social media tools. I suppose they are easy to get the hang of if you have the passion, and the only limits are your own creativity in thinking of a unique selling proposition and presenting that on the internet. As far as the inability to measure ROI, there are many ways to measure the level of your engagement as well as whether or not the engagement is leading directly to profit. I think the issue here is that ROI must be measured differently, and may not be immediately apparent. However, the ROI seems much larger compared to traditional marketing considering the lower costs of people to people relationships on the internet.
As far as the lack of funding, internet marketing and learning about internet marketing can definitely be done on the cheap.

What's standing in your way?