You are not posting frequently
To effectively build an audience on social media your content needs to be posted regularly and over a long period of time. Too many brands front load all of their content with the initial creation of their accounts and get burnt out. There is no hard rule for how much you have to post, and it varies depending on the medium, but your customers should receive several updates a day across all platforms.
You keep it completely separate from other marketing strategies
Rule number one is that branding needs to be consistent across all your channels and that includes social media. Your online presence should reflect who you are in branch and any services you offer. When a change is made, or a new service is offered, the appropriate shift of message should be mirrored in your social media accounts.
You’re connecting with the wrong people
One of the best ways to increase your following on various media is by following and engaging with others, or by leveraging an influencer who already has a following. In any case, those people should promote a positive image of your brand to their followers in order to extend your reach. You have to make sure before you connect with an influencer, that their values and opinion will not misrepresent your brand to potential consumers.
You’re not using it as a place of conversation
Social media is not a podium. It is a gathering place. Anyone is free to say whatever it is that they want, but until you open a dialogue, it is only words. You must respond to comments, and especially questions that anyone poses about your brand. Failing to do so risks users disengaging from your brand.
You’re only making sales pitches
Can you think of one person who opens up Twitter when they are looking to buy something? Probably not, people use social media to be either informed or entertained, not to be sold. If you are only advertising your services, consumers will be off put. Television provides a relevant parallel of how content and advertisements should work together. You would never watch a channel of only commercials, but after you have been provided useful or entertaining content, you will be more receptive to hearing about products.