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  • Writer's pictureRogier Visser, Founder Roundabout social

12 Social Media Mistakes That Will Drive Followers Away From Your Brand

Smart brands know that an active social media presence is essential in today's digital marketing landscape. Most companies have the requisite Facebook, Twitter and Instagram accounts, and make a point to publish daily posts on each.

However, as social media platforms have evolved, so too have the expectations for corporate users. It's no longer enough for brands to simply publish content on all their social channels -- they must have a clear strategy and the necessary resources to address customers' needs and questions.

If you want to improve your social media presence, avoid these 12 faux pas shared by members of Forbes Communications Council.

1. Only Sharing Content About Your Company

Personal social accounts help us share more about ourselves. Commercial social accounts often make the mistake of adopting the same approach. What brands should be doing is focusing their messages on the user. Follow social trends, but at the same time become part of the conversation using valuable messaging for your audience that they can use and share. - Sean P Finelli, The Roman Guy - Italy Tour Operator

2. Ignoring Your Audience's Needs And Expectations

Short of being nonexistent on social, the biggest mistake a company can make is to ignore its audience and their needs or expectations. If a brand is known for its cautiousness, its social voice shouldn't be snarky. Conversely, a fun and sassy brand should act that way on social. Regardless of the voice, any social business should commit to a consistent, responsive and valuable presence. - Kriselle Laran, Zeno Group

3. Limiting Your Content Types

The biggest social media faux pas is not showcasing many types of content on your feed, including user-generated content, blog post links, videos and infographics. The general rule is to post a mix of corporate and educational content to maintain reader interest. Reader interest will be piqued by seeing a mixture of relevant, elevating and entertaining content. - MaryAnn Holder-Browne, One Network Enterprises

4. Failing To Listen To Customers

The most essential activity that brands need to carry out on social is listening 24/7. Social is a direct line to your consumers on a global scale. Listening to discussions will help you understand how consumers really feel about your brand. If you are not leveraging a listening tool and compiling your insights, then you aren't harnessing the real power of social as a two-way tool. - Edward Bourelly, OMNI-CULTURE MARKETING, INC.

5. Creating A Sales-Focused Social Presence With No Personality

Nobody has time to listen to a boring brand. While it is important to have sales-focused content, brands should build a healthy mix of educational, engaging and exciting content. You need to build content with the demographics of your audience in mind. Be more like a publisher than a brand whose sole purpose of existence is to sell. - Vimal Abraham, Servion Global Solutions

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