1. Not All Social Media Sites Are Created Equal
With all the social media platforms out on the Web today, some companies may try to take the same approach to several in an attempt to build a broader network and raise company awareness. However, not all social media sites are designed for the same content or posting cycles, and knowing the difference could be the key to leveraging each site's full potential, according to Constant Contact's Schmulen. Just as posting too much on Facebook without interaction could push a company's posts down on its followers' newsfeed, posting too little on a site like Twitter could wash away a company's tweets in the ever-flowing content stream, Schmulen said.
"The best practice is to post about one to three times a week for Facebook and LinkedIn and once a day for Twitter," Schmulen said. "With social media you can't set it and forget it. You can't just expect people to come to you."