3 basic social media mistakes companies continue to make

Most companies view social media engagement as an integral part of their marketing strategy, yet many companies still make basic mistakes when creating a social media plan, according to the Harvard Business Review.

Here are the three ways to address the most common fundamental problems with an organization's social media presence.

1. Don't begin with prohibitive objectives. It is good to have a target number of likes, shares or comments you want for your content, but it is also essential to maintain perspective while shaping these goals. If your marketing team gets trapped in a social media-only frame of mind, you may overestimate the impact these goals can actually have on your business.

2. Don't limit brand presence to only one channel. A multichannel strategy is essential for social media success, but only 66 percent of Fortune 500 companies have a YouTube presence while 45 percent are active on Instagram. Not utilizing these platforms could mean missing out on business opportunities.

3. Figure out how you will measure success. An essential aspect of an effective social media campaign is understanding how you will determine if you have been successful or not. Decide on your objectives from the outset and look for the real-world impact of your efforts.

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