1. You think Twitter is going to solve all your problems: Substitute Twitter with any other tool or social network. Social media is about people and relationships. The tools come and go.
2. You work in a silo: No one else in the organization knows what you are doing.  Marketing doesn't talk to PR and PR doesn't talk to marketing. There are multiple programs, campaigns and contests running. No integration at all.
3. You've done no research: You have no idea if there are any discussions happening about your brand. Then you decide to create a Facebook fan page and management is all over you because the only fans of the page are employees of the company.
4. All you do is listen.  So you've signed up for ScoutLabs; good first step.  Now you are monitoring the conversations.  Better. But brands that act upon the feedback from the community are the ones who are seeing success.
5. You lack story telling.  You have no message. There is no story.  You aren't aligned with the brand promise.  Everything is fragmented and the content distribution network doesn't exist.

Next post will be things to include in a social media strategy.

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