Damian Hanson, CEO and co-founder of One iota highlights five of the most common mistakes that he sees brands make when it comes to social media:

1.    Jumping on the bandwagon
It’s hard not to hear about the many social media success stories. However, trying to get involved because you think you need to isn’t the answer.  Don’t jump on the bandwagon. Have a clear plan and decide which platforms will be most suitable for your brand. Being able to measure results is key, as you can then adapt your strategy accordingly.

2.    Mixing work and play
It’s important to understand which tools are right for your brand. Keep the tools you use for your business separate from the ones that you use personally to ensure that you engage your target audience accordingly. 

3.    Getting lost in the noise
There’s so much online noise about companies nowadays that brands often struggle to make sense of public opinion. It’s important to track your social media metrics and sentiment in order to understand what’s being said about you so you can then act on it.

4.    Having no clear return on investment
Many brands rush out to create an audience of fans and followers and this is a great way of engaging and communicating with your customers. However, 2011 will be the year where converting the conversation into real financial results will come of age. We are seeing huge demand from brands that want us to help solve this issue and develop new income streams.

5.    Paying social media experts too much
There’s lots of fantastic expertise in the market but it’s important to sort the wheat from the chaff when it comes to selecting a social media expert. Do your research to make sure that you’re not paying through the nose for something you don’t need. Be careful when selecting a social media partner.

One Iota has been launched by CEO Damian Hanson and CTO David Hague, following a year in development, with the aim of providing social media and mobile internet solutions to brands.