Nearly every business has at least one social media account these days — most have several. With the variety of platforms catered to a wide range of audiences, social media can be an essential and effective marketing tool for a business of any size. However, a social media slip-up can cause quick and lasting damage to a brand or business.

There are several common social media faux pas committed by businesses; smart leaders should learn about and from these mistakes to avoid making them themselves. Below, seven members of Business Journals Leadership Trust discuss some of the most common social media slip-ups committed by businesses today (and what you should do instead).

Trying to follow every trend and fad.

If you’re trying to follow every trend and fad on social media, you may find that you’ve only diluted your core message and weakened your connection with your target audience. As with marketing in any form, try to resist the temptation to be everything to everyone. Instead, stick to messages that align well with your brand and customers. Share your expertise with passion, and be authentic. – Lincoln Jacobe, 6 Pillars Marketing

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