1.) Sporadic Updates - If you are only occasionally updating your social media profile, network, group, fan page, blog, etc., you are likely to lose followers and potential clients/customers, as well as discourage your current clients. It is absolutely imperative to update all social platforms frequently with status updates, new pictures, interactive ideas (such as events and contests), and any information that will keep users coming back to your profile or website. These are your returning visitors, and they are very important to the success of your social media strategy. Tip: Set aside a specific block of time each day to devote to your social media accounts.
2.) Too Many Profiles - Many businesses mistakenly choose quantity over quality in this area. Signing up for every social media site you can find can actually be detrimental to your social media strategy. One reason for this is that not all social media sites will work for all businesses. You want to find the best sites for your particular business or niche, and be sure to be active. Having an overabundance of profiles to update and networks to engage in can be extremely overwhelming and almost guarantees sporadic updating (refer to number one above) because you simply won't have enough time to be as attentive as necessary.
Tip: Be selective. Join a handful of relevant social media sites that fit your company’s needs.
3.) Not Becoming Engaged - Ideally, you should make it a point to recognize and reply to every comment you receive on your blog, website, status updates, tweets, articles, etc. You want your profiles to engage your friends/contacts/followers through comment replies on status updates, pictures, etc. Ignoring the opportunity to engage and interact with your community is one of the biggest mistakes you can make in the social media arena.
Tip: Set up e-mail notifications to alert you to new comments.
4.) Confusing Marketing with Engaging - There was a recent study done by Citibank which shows that 76% of small business owners feel that social media sites are not giving them the business leads they need. However, this is not because the leads are not there. The reason for this is that these companies are attempting traditional marketing and sales strategies in the world of social media instead of taking the time to listen to their clients and learn more about their needs.
Tip: Utilize consistent, relevant, fresh content to "market" your company. Your content should do all of your marketing for you.
5.) Spamming or Excessive Promoting/Advertising - In recent years, many companies have become involved in spamming as a method of advertising. This tactic no longer works as internet users have become savvier and learned to ignore and filter these messages without even looking at them. Be very careful when hiring an internet marketing agency because some of the self-proclaimed "experts" in this area simply launch spamming campaigns which are highly unethical and largely ineffective.
Tip: Obtain a marketing outline from the agency which illustrates their marketing strategy for your company, brand, services, and/or products before signing any contracts.
6.) "Generic" or "Stock" Avatar - Clients and potential clients alike can become suspicious of companies that use the website's stock avatar or profile picture. It can cast doubt about the credibility of the company. In addition, this is an indication that the company is not experienced with and/or knowledgeable about social media.
Tip: Use your company's logo as your avatar on sites that allow it. On sites which require an actual photo of the profile owner, use the best picture of yourself that you have access to. Try to make the photo that you use as professional as possible.
7.) Not Having a Plan - A lack of planning, preparation, organization, and strategy will result in the failure of a company’s social media campaign. It takes more than simply launching a profile, blog, or social media presence to run a successful campaign. Appropriate planning and follow up are integral to the success of any social media strategy.
Tip: First, identify your purpose and audience. This will make it easier to formulate a plan, prepare, organize, and strategize.