Managing a social network can be a lot of work, but it’s a place where businesses can reach an audience who may not have had our brand at the top of their mind. If print distributors use social media the right way, they can attract new customers and boost their business. However, if done poorly, it can hurt your brand, your sales, and – eventually – your bottom line.

Here, courtesy of Sophie Bujold, contributor to Travel Market Report, are a few “conversation killers” that are common, but ones businesses should throw out the window.

Quantity vs. Quality

Sure you want to have lots of fans, but it’s better to have 500 loyal fans who engage with you regularly than 100,000 fans who ignore you. Your level of engagement is more important than the number of people who follow or like your brand.

“Focus instead on fully engaging your current audience. Your growth will come organically if they like what you have to say,” Bujold says.

Don’t Make an Appearance

Social media is well, social. There is no point to use a medium where engagement is key if you can’t show up to interact with your audience.

Overrun Your Audience with Information

To our point above, you want to be sure to talk to your fans and followers. However, don’t inundate them with status updates. Make sure the content you share is valuable and something your audience will find useful.

Not Checking Spelling and Grammar

Ensure your content is of high quality. Pay attention to the images you share, spelling, and grammar. You wouldn’t turn in a presentation with typos, so why would you make a public post with those errors?

“The pride you show in your online interactions says a lot about how you like to do business,” adds Bujold.

It’s All about Me

Stop with all the “I” and “we” posts. Your audience is more interested in what’s in it for them. Don’t forget, it’s all about your audience. They expect something valuable from you in return for their time and attention.

That said, if you want to write in first person, it works if your content is valuable and interesting to your readers.

Forget Your Team

If you work as part of a team, take advantage of them. Bujold suggests to get them involved. Have them provide photos, blog posts, or even shoot short videos. Whether they want to actively participate or not, make sure they are able to contribute something.

Rely on 20-Somethings

Your brands reputation is at stake so why would you put it in the hands of someone who has very little business experience? A professional, responsible manager should be in charge and well-versed in the risks of social media. If you want an intern or junior level employee to help execute your social media plan, have them go through an approval queue for senior management to sign off on before anything is published.

It’s not enough to transmit mundane details or promotions. Consumers want more. They want real connections and meaningful conversations.

What other conversation killers have you come across?