Ten signs for a social media makeover

Common misconceptions and pitfalls

In the year of the social media revolution, we've seen many brands, organizations, and individuals jump in and make a concerted effort to expand their presences online and establish their social media footprints. Some of these brands have done a great job and really understand the importance of social media in getting people aware and engaged -- while others are latching on to the newest trend and, perhaps, going through the motions to keep up with the Joneses.

Among the more than 3 million businesses creating Facebook pages and groups -- not to mention millions of special-interest and community-driven blogs, up to 70 percent of which blog about brands -- many have failed to connect the dots in terms of how to use these platforms effectively. Many brands fail to leverage social spaces to drive awareness and engagement among their customers and fans. They simply aren't having conversations about their brands in the places their audiences share most.

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To provide a little background on me: I run a social media marketing agency (KARMA Media Labs) that helps organizations and individuals connect with target audiences and build word of mouth in the communities where they live. In my time working with partners to outline social media strategies, I've seen many assumptions and preconceived notions about social media -- what it is, how to use it correctly, and how it fits into a brand's overall marketing and media strategy.

So how do you know your brand needs an extreme social media makeover? Here are some top signs, misconceptions, and pitfalls I've encountered when diagnosing a social media emergency.