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By Dennis McCafferty  |  Posted 07-13-2012

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Your social media voice appears disingenuous.A Tweet isn't a press release. Ditch corporate speak.

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You fail to build a sense of community.Social media users want to feel like they belong in the conversation.

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You're no fun.Games and contests entertain users and keep them coming back.

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Your efforts don't advance business objectives. Having fun and engaging customers is important, but you also need to sell product and build your brand.

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Your content is static.Post daily. Keep genuine conversations going with users and customers.

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You have no authority.Pass along important information to show you know your industry and what matters to your followers.

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You clam up when the going gets rough.Instead of disappearing during a crisis, use social media to show accountability and transparency.

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Your account administrators were not trained.Don't assume they understand what to post and how to interact with customers.

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You never re-evaluate your social media policies. Social media is a constantly moving target, and policies must adjust accordingly.

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You give customers the hard sell. While you want to promote your products and services, an overtly advertorial approach will lose followers.