Hiring people for social media management who just know how to use the platforms
A lot of agencies may take the nuances and professionalism required to execute successful social media marketing for granted. One big mistake still being made by the industry is hiring people (usually interns) to manage branded social media accounts simply because they know how to use Facebook, Twitter, Tumblr, and Pinterest. Most everyone knows how to use these networks, but that knowledge itself isn't enough.
Instead, you need a social media team with specialized skills. This isn't to say that you need to hire two to three people specifically for social media, but what you should do is task your existing creative team with pitching in to the social media outreach process. This may include getting an editor to write compelling posts, a copy writer to proofread them, a graphic designer to create images, etc. Your social media manager can be the leader in coordinating all your social activity, but don't rely on him or her for everything social. Collaborate your social efforts with a talented team who will give you the most impact for your post or tweet. No one is more tuned into the nuances of social media marketing than Dimple Thakkar, CEO of social media marketing agency Synhergy Marketing. In this interview, iMedia speaks to her about the biggest mistakes companies are still making on social media and the simple ways avoid them.