With 2011 coming to a close, we can start again in the new year with a clean slate—a brand new year with no mistakes. So let us not repeat the mishaps from 2011. Here is a summary of what not to repeat in 2012:
1. Not developing a clear strategy for social media: Online time can turn into a time-suck. Have a plan, a schedule, a path – something to keep you and your organization focused.
2. Not syndicating your content: Syndication makes it easy for consumers to gain regular access to your content.
3. Broadcasting your social media content: There's a difference between a lecture and a conversation. Stop lecturing and start engaging.
4. Not planting your social seeds: It is imperative to optimize your social media network. Blend this one with No. 3.
5. Ignoring your blog or not starting one: Blogs are influential and help develop client relationships, not to mention it is a growing source for trusted information and news. Be part of the story.
6. Ignoring the social consumer: A connected customer follows a different sales path than the traditional customer and can inspire future sales of other connected customers. Ignoring them can spread the negative word just as fast.
7. Not looking beyond the "like": Discovering who your "fans" are and engaging with them can lead to valuable consumer and competitive insights. Your analytics should focus beyond the obvious numbers.
8. Not thinking mobile: Make sure that if you miss this boat it is on purpose—think about options in mobile apps, compatibility, transactions, and games.
9. Not using video: Video adds dynamic variety, increases SEO and has the ability to be shared among networks—what is stopping you?
10. Ignoring email as a method of marketing: The tactics have changed, but the tool is still powerful.
Randall Craig is the president of Pinetree Advisors Inc., Toronto.
