Social media is a powerful tool. It allows us to connect quickly and stay connected with people and brands. We are able to interact easily and directly with customers, the media, and even competitors. As leaders we know it’s important to use social media, but it’s not foolproof.

Joanna Krotz of Fox Business Small Business Center recently wrote an article about the worst social media mistakes and how to avoid them.

Mistake No. 1: No Plan

Yes, social media networks are free, however managing them is time intense and time equals money. Create a plan from the start so you don’t waste time or money. What do you hope to achieve from social media? How do you plan to get there? How much time and resources can you devote to the program? Once you have a plan in place, focus on the results you want.

Mistake No. 2: Too Much Too soon

Just in the past few weeks, Facebook announced changes to its privacy settings, Twitter added photo filters, Instagram tweaked its privacy policy, and Google+ added communities. It’s easy to get overwhelmed quickly, especially when changes happen. Don’t jump in all at once. Do research to determine which platforms make sense and fit your business goals.

Mistake No. 3: Hand Over Control to “Digital Natives”

“Owners typically choose a young digerati intern or the niece obsessed with YouTube to support their social media platforms,” says Krotz.

You’ve spent money on your brand and reputation so why would you put it in the hands of someone who has no business experience? They may have grown up using the applications, but it doesn’t mean they know how to use them to grow an organization.

Mistake No. 4: It’s All About Me

It’s a turn off when all someone does is talk about themselves. Same applies to businesses using social media. Make sure your content informs, amuses, and entertains your audience. Don’t just peddle and push your products or services.

Mistake No. 5: Ignoring Customers

A 2011 Marist Research survey found 71 percent of companies ignored their customers’ complaints on Twitter! All you have to do is simply respond to customer complaints. Often, all they want is to know they have been heard. Sometimes all you need to do is apologize and make things right.

Mistake No. 6: Don’t Measure  Success

It’s important to be able to measure every aspect of your business to be sure it’s worth the investment. Asocial media program is no exception. Set goals and have ways to monitor them. Most social applications have analytics associated with them. You can also use tools such as Google analytics, Crowdbooster, or Social Mention.

Social media is a great tool to build your brand and engage with your customers. If you want to avoid social media mistakes, engage, be authentic, and measure your efforts.

Did we miss anything? What mistakes have you seen businesses make in the social media space?

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