The surest way to sabotage your firm's social media plan is to fail to have a fully developed plan in the first place, writes Pamela Springer. But even brands with well-defined plans can mess things up by being too ambitious, failing to measure their achievements or taking a perfunctory approach to social engagement. "Social media marketing requires passion to be successful. ... [I]f you aren't passionate about interacting online, your social media efforts won't work," Springer writes.

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