Airing controversial views via social media or creating a social media persona that just seems sour. Handing over sensitive social media tasks to untrained interns. Those are just a couple of examples of serious social media blunders that can cost a company in reputation and sales, writes Eric Siu, chief operating officer of San Francisco-based digital marketing agency Single Grain. Others: Not converting social media users into customers, focusing on metrics such as Facebook "likes" instead of more meaningful measures of engagement, and not supplying users with content that makes them look smart when they share it.
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