Leaving your profile incomplete
Make sure yours is complete, and take advantage of options like your picture and added links to give viewers a better feel for your company's personality.
Not having enough fresh content
On the flip side, how much updating can you get away with? In an article for OPEN Forum, social media expert Guy Kawasaki responds with, "It depends on several factors: How much do your followers love the company? How good are the deals that you offer? How much 'real' content and 'interaction' do the company’s tweets contain? For sure, the answer is not 'None.'"
Tools like Twitterfeed allow you to automatically send certain updates to your account. Convenient, yes, but beware: if those are the only posts you have, your account is going to feel impersonal, and it will completely negate the interactive element of social media marketing, according toRescue Marketing.
Similarly, never employ tactics such as hashtag spamming, which Jennifer Van Grove of OPEN Forumdefines as an instance "when a Twitterer appends a trending topic on Twitter to their tweets simply to gain extra attention." Not cool, and a surefire way to lose credibility.
Not separating your business and personal accounts
You are allowed to have multiple accounts on each social media platform, so use that privilege -- separate your personal account from your business account.
Letting politics and other personal opinions leak into your business accounts
If you wouldn't bring those topics up in a client meeting, the same standards apply for social media sites
Small Business Trendsrecommends going for quality over quantity: "Seek out the people who will be most vocal about you. Then, go out of your way for them. Help them. Connect with them. Build real relationships. That is how social media becomes powerful. Fake friends aren’t going to click your links, they won’t visit your site, and they won’t buy your products."
"Direct marketing can work in social media, but you need to create the relationships beforeyou try and call on them," according to Small Business Trends.
Avoid the temptation to direct message someone and ask them to buy your product the second they friend or follow you, and instead focus on building a relationship with them first.
Not maintaining a consistent image across the board
The Small Business Advocatewrites, "When all of your social media sites, as well as your primary web site, have a similar look and feel, you put out a consistent brand that prospects and clients remember."
Make sure the style of such elements as your background images, photos, and language are consistent with your overall web strategy across the board.
Using the same strategy on every site
Small Business Trendsadvises, "Trying to run a one-size-fits-all approach will limit your ability to be successful anywhere." Become familiar with the nuances of each platform and take the time to employ the right strategy for each.
"Tweeting and deleting"
Since search engines maintain a record of your post the instant you put it up in the online world, you can't ever really erase it. Attempting to do so may only call more attention to your gaffe.
Instead, Van Grove advises to leave it, but follow it up with a comment clarifying what you meant to say or correcting your mistake. In her article for OPEN Forum, she adds, "Of course, the best defense is a good offense, so remember to take your emotion out of the equation, and avoid tweeting about sensitive company information."
Failing to measure your impact
First, you need to decide exactly what you want to get out of your social media efforts: "Increased buzz over a product? Better brand awareness? Blog subscribers? Traffic?" suggests Small Business Trends.
Then, figure out how you plan to monitor it. Mashable has an excellent guide for doing just that, including a selection of tools that measure different elements of social media, from web traffic trackers to sentiment analysis applications.