Over 90% of medium and large business have used social media marketing for years, but many still struggle to prove ROI. That’s why marketers need to go back to basics, and make sure their social media strategy is connected to the company’s business goals. Start by asking whether you actually know the goals you’re trying to achieve with social media. Consider whether you’re using the right platforms to reach target markets. Then look at your content, tools, and metrics. It is a lot easier to prove ROI when you have a clear plan for meeting the business’s objectives — and are not simply increasing social action as an end in itself. The Basic Social Media Mistakes Companies Still Make

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