By Darren Gilbert

There is no definite path to success. A campaign that works for one brand may not work for another. However, there are some guidelines that people can use to ensure that they don’t end up wasting their time.

You haven’t done enough research

You would never implement a traditional marketing strategy without doing your research to better understand your market. The same should apply to anything that you do on social media. While it is a different channel, it doesn’t mean that you are talking to a completely different audience. Traditional rules still apply.

One of these rules is to not make assumptions about what the customer wants. As social marketing strategist Ted Rubin points out on his blog; you are not your customer. “One of the most important lessons every marketer should remember is to market to your target audience—not yourself.”

Social media is the perfect place to find out what your audience wants. Rubin continues, “Listen to your prospects first—and social media is just about the greatest listening tool ever invented. It’s focus groups on steroids.”

You don’t have anything worth sharing

As much as social media is about engaging with people, it is based on the ability to share. In other words, if you are not producing content that is shareable, you’re, quite possibly, wasting your time.

Ryan Connors, marketing and analytics associate at content-driven digital agency, Velir explains on Social Media Today: “If your messages and ideas can’t be shared and translated through tweets, videos and blog posts, then you should probably start over.”

At the same time, it’s about sharing content that people view as valuable. “People will tune you out if all you’re doing is throwing out sales pitches,” explains entrepreneur John Rampton on Forbes.com. “Instead of just shouting at your audience, take the time to actually listen to them. This could be as easy as asking for feedback or sharing their thoughts on a piece of content that you shared.”

You don’t have the right person in charge

If you want your social media efforts to mean something, you need to start employing the right people. If it’s about employing an outside agency to do it, pick the right one. As much as everyone and their dog is now active on social media, it doesn’t mean they all understand how to best leverage it.

Web and social media strategist, Gary Charles writes on LinkedIn: “It is amazing how everyone who thinks they have a few extra hours on their hands, are going to start their own social media company. And then with inexperience, they prey on businesses that can’t tell the difference between successful and failed work.”

Take caution employing or contracting someone who boasts social media knowledge, they may not be as skilled as you need them to be.

What are your thoughts? Are there any other things that businesses should watch out for when using social media? Tell us below.