When companies decide to launch themselves fully into the social media, it is usual to meet all kinds of challenges and problems to solve. The mistakes are usually presented or committed in a common way, and although we can learn from them, it is imperative to know those aspects that can be vital to achieve success and desired results without dying in the attempt.

Do not Set Clear Goals

Our social media strategy must have clear and quantifiable goals. Before undertaking any given action in the first place we must take into account some important issues and take off some unknown.

What are we going to do social media marketing?
What are the medium and long term benefits we want to get?
What are the costs (not just monetary, but also time) that we are going to incur?
What indicators are we going to use to measure the results?

Once we have answered all the above questions, we must form a clear and concise action plan. This includes the people and resources that will be assigned to the Project and the control mechanisms that have not been established.

It is important to measure our social media plan in quantifiable terms, without limiting to intermediate variables, such as the number of followers on Twitter or Facebook. Instead, we must go further and set more ambitious goals, such as Increase sales, Increase conversions, Reduce investment in other areas of marketing
or reduce costs associated with customer service among others.

Do not consider SMM along strategic lines

By definition, an effective SMM strategy goes beyond the company’s marketing department. This is more a strategic action in which several departments of the company can / should be involved. Here are some examples:

• The sales department should help define a clear policy of discounts and offers that are made through social networks.
• The finance department can help control costs through the accuracy of accounting for income earned and costs incurred.
• The staffing department can assist in the development of necessary training programs for staff who will participate in SMM.
• The IT department can provide technical support throughout the process.
  And, of course, the CEO must coordinate the entire project and set its goals.

Lack of Consistency

As often happens, we start a new project with much enthusiasm and devote a lot of time and effort, only to see a gradual slowdown in our efforts until the project finally stops completely. As with creating and maintaining blogs, social marketing often falls into the same trap.

We must be aware that the SMM is unlikely to report immediate results. It should be planned in the medium to long term, if not, we will suffer a disappointment that can lead to a lot of time lost or even lead to counterproductive results. It is better not to embark on the path of the MMS if we are not going to remain conscious of the effort that is
needed, Or the company is not fully committed to dedicate the necessary resources to make it a success.

Dedicate too much time to the SMM

At the other end of the mistakes mentioned above, sometimes we find ourselves spending too much time in maintaining our SMM strategy. That is, the problem is not necessarily to spend excessive amounts of time, but not to offset the cost of time spent. The working hours associated with a project are not free and have a real cost that must be quantified to calculate the profitability of our strategy.

Do not measure the results

In line with the above, any calculation of profitability should be around a preliminary measurement of the results obtained. We can not have any useful information if we do not control and quantify in monetary terms the objectives of our SMM strategy.

As I mentioned before, we should not settle for simply measuring the intermediate variables, such as branding or increasing our fan base. We have to be much more ambitious and turn this data into what is really important, the real ROI of our activities in social networks.

Bored our followers with misdirected messages

Above all, social networks invite people to interact with each other and we must be fully aware of it. The communication we have with our followers should be in two directions and always seek to encourage greater interaction with users. We must motivate and engage our followers and attract new ones by providing interesting content. We must avoid at any cost any flat content that will not arouse the interest of our followers.

Lack of personalization

We have to provide our social sites with the utmost care and attention. The lack of customization on our site represents a lack of interest in our social presence. “Why will this site interest me if its owners are not interested?”

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