1) Not thinking like social media marketers: Social media is all about sharing, opening up, being transparent, providing real value to our customers. It’s about long-term relationships, not short-term campaigns. We must give up control, take some risks and get out there.
2) Not connecting social media programs with the larger corporate strategy and other programs: Social media programs are too often set up as separate silo programs.
3) Not really listening to customers: Social media is about listening to our customers. What are their needs? What are they missing? How are they using your product/service? [U]nderstand what they would want from you.
4) Not listening to the market: How can you target your products/services if you don’t know your market? Think about your goals—what are you trying to monitor/achieve?
5) Not trusting the employees: The old days where the company controlled employees’ content is long over—they’re conversing online whether companies condone it or not. Establish company guidelines but provide employees the tools and freedom to express themselves—and then step back.
6) Not creating “social” content: Good content drives traffic, links, goodwill and much more. The problem is much of our content is in corporate-speak and brochure-ware that we slap on the web. Your content needs to be fresh, interesting, engaging, relevant to your audience--and “share-able.” Forget your message a few minutes and focus on your customers.
7) Not creating cool videos: See the trend? Videos need to be about the customers’ needs, interests, not your latest product overview. -- [my emphasis added] Read the full story at MarketingProfs.
Even though the article focuses on marketing, dot-gov still has a take away: If you want to use social media to meet your goals, start with your customers first, and your customers again, last. It's in the creation of value for your customers (citizens, stakeholders) that you will be able to use new tools to achieve your mission.