"Fluffy" social media metrics can put distance between marketing and the chief financial officer, Nichole Kelly of SME Digital says. It's one of the five most common social media mistakes outlined in this webinar summary. CFOs can be seduced by connecting metrics to the bottom line, and errors such as failing to repurpose content, not being true to the brand's voice and stressing the marketing department by not using outside content all have simple corrections, Courtney Eckerle writes.

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