The only one who deals with social media is your social media/marketing manager.

The oversight is understandable – after all, that’s in his/her job description, right? Fair enough, but your departments need to interact in order to deliver valuable content. For instance, if you are a tech company, you may want to get your engineers involved; ask for their opinion on what is relevant or even ask them to come up with more “technical” content. If you are a local restaurant, ask your chef to share some of his/her secrets, maybe even a recipe or two. This way, you can reach a larger audience and engage more people.

You don’t have a calendar or you only post when you “feel like it”.

“Winging it” no longer works in social media; you don’t need to post 5 times per day if you don’t have anything to say, but you should do it at least 3 times per week and make sure to reply all messages in less than 12 hours. Find out when your fans and followers are more active and make sure to schedule posts at that time. You need to know what the main posts will be at least one month ahead.

All top posts in your pages are from other people.

This is a serious wake-up call! When people are posting to your Facebook wall or Tweeting your name with no response, it’s obvious they want you there, but you’re nowhere to be found. Take your profiles back and make sure your posts are the most visible.

You have next to no engagement.

Your last like was from your mother and, let’s face it, she’ll never be a paying customer. This is a sign that you are doing something wrong. Spend more time studying what you audience wants to see and deliver it. This is the only way to turn fans and followers into customers.

Your customers are engaging with your competitors.

And, during this time, you’re cursing the uselessness of social media and saying it never brought you any leads. If you’ve done haphazardly or only posted pictures of cats (because everyone loves them, right?), it’s no surprise that you were not able to convey your actual message. Take a step back and look at your strategy with a critical eye; invest more in research and find out how others made it and you are still on the outside.