Social media strategy: Stop fiddling at the edges and grow up

It’s been a long time since social media took its first steps. It’s something of a strapping, ever-hungry adolescent these days. Yet many companies still feed it the content equivalent of baby food instead of realising it’s time to take social (or your teenager) seriously.
A recent survey found that 56 per cent of social media marketers still focus on engagement metrics to support their strategy. Despite this, 61 per cent claimed that measuring ROI was the real challenge with o