Member Avatar for MktgRob

Another gem from B.L. Ochman on SocialMediaToday.com. Based on experiences of her own, B.L. identified these three screw-ups that she has first hand experience with that could damage your brand. What do you think? I tend to agree.

  1. Start a Twitter account and then don't Tweet
  2. Don't track your social media activities with monitoring tools
  3. Start a social media program but do not alert the rest of the company
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As noted, the original piece highlights failures that still show up in brand social programs; added useful points about participation and crediting. Below are compact, practical fixes and a lightweight workflow to make social media reliable rather than risky.

  • Assign an owner and a single published SOP: channel owner, alternate, daily monitoring window, and an escalation contact list (support, PR, legal).
  • Create a 90-day content plan built from 3–5 content pillars (education, product updates, community, curated industry links). For each item record author, approver, assets, CTA, and UTM for tracking.
  • Set a simple triage flow for mentions: quick reply for routine questions, ticket to support for account issues, alert PR for reputational spikes. Define thresholds (volume or sentiment) that trigger escalation.
  • Publish a lightweight engagement playbook: how to credit sources, when to amplify user posts, templates for common replies, and rules for promotional vs. value content.

Keep community health front and center. Make value-first posts the norm; save hard sells for clear campaign windows. Encourage genuine replies instead of automated one-liners; use templates only to speed up consistent replies, not to replace human judgment. Credit original authors when resharing and document attribution rules in the SOP so everyone follows the same practice.

Troubleshooting tips: run a monthly audit of scheduled posts and recent mentions, test the escalation path quarterly, and keep a short crisis script ready for fast adaptation. If nothing else, publish one single-page SOP that covers ownership, monitoring cadence, escalation, and posting approval — it prevents most of the problems discussed in this thread.

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Member Avatar for InsightsDigital

I do like your list. I also would add:
1. Not contributing to comments
2. Not giving credits to tweets and retweets

Member Avatar for MktgRob

I do like your list. I also would add:
1. Not contributing to comments
2. Not giving credits to tweets and retweets

Another I would add is posting content that is nothing but a constant sales pitch or posting content without adding value.

Your two are dead on also.

Member Avatar for InsightsDigital

The mentality of "Build and they will come" may not be true in social media. Yes, you can build it but you also need to make it alive. It is like getting a plant and not watering it.

Member Avatar for MktgRob

The mentality of "Build and they will come" may not be true in social media. Yes, you can build it but you also need to make it alive. It is like getting a plant and not watering it.

Sadly the 'build it and they will come' attitude is far too prevalent right now.

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