Details can make or break a social media strategy. Little mistakes and small forgotten aspects can make your company look unprofessional and under-prepared. Listing all the ways I regularly see companies making small mistakes that still severely handicap their strategy would be practically endless, but Mashable had nine entrepreneurs share what they think is the one most important detail they see others routinely forgetting. You may have an otherwise strong social media strategy, but if you’re neglecting any of these, you are under performing.

  1. Link to Your Site – It is way to common to see small businesses creating great content and sharing them on their Facebook or other social pages, without any sort of link to the actual website anywhere readily available. Even if users like what you’re putting out, they can be turned off by searching for a link and simply give up. It should be easy for them to find out more about what you do.
  2. Retargeting – Many small businesses forget to retarget people based on their own social media campaigns using specific URLs in order to track specific leads around the web. If done right, this can be a highly effective marketing tactic, but it continues to go under-utilized. If you are retargeting, you can serve potential leads the ads that would make them most likely to convert, as well as collecting data to track exactly how effective your social media strategy actually is.
  3. Focus Your Social Media – Too many small businesses spread themselves thin across a barrage of social media sites. Focusing on a couple of the most popular sites like Facebook and Twitter makes a much larger impact than barely having a presence on all of them. You’ll find you’re better connecting with your audience and making more conversions without any more effort than you were already using on social media.
  4. Email is Still Important – Email may be the oldest “social” way to connect with customers one-on-one, but it is still the easiest method as well. Everyone checks their email, and statistics show that customers who receive emails are more likely to connect on other social sites.
  5. Don’t Forget About YouTube – If resources and skills allow, YouTube can be an incredible piece of your social media strategy. Videos that show your expertise cement your reputation and showcase your skills to potential customers, while entertaining videos draw a wide audience base that otherwise may not be interested in your service. YouTube content is one of the easiest to share across all platforms, but if you can’t invest in a quality video, you might consider putting your resources elsewhere.
  6. Keep the Original Content Coming – The big catchphrase now is “content is king” but for that content to do anything, it has to be valuable. If you create content that is worth viewer’s time, you can easily connect with a wide range of viewers and build your brand’s reputation.
  7. Run a Personal Blog – Running a personal blog humanizes your company and raises your value by highlighting the intelligent and skillful people working within your company. Everyone knows that companies are always trying to market their service, but they view personal blogs as a more honest way to assess the abilities of those actually running the company.
  8. Don’t Forget Facebook Targeting – Targeting software for Facebook admin pages allow select posts to only reach a specific demographic so that you can more narrowly market to their tastes without hurting the sensibilities of others. It’s easy to use (it’s one of the three icons beneath the text box), yet so many small businesses forget about it.
  9. Make Your Employees Into Advocates – Including your employees in your social media builds trust between your potential customers and your business and puts a face on your brand. If you use organic thoughts from your employees leveraged with your strategic direction, you can make your employees some of your biggest advocates.
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