Do not solely depend on it for marketing
Social media has cemented its place as a rather valuable marketing tool but you should not make it your only channel. Making a page or account and posting updates may help you stir up some business publicity but it will not happen if you do not use more than one medium. Keep your other marketing efforts going while using social media as a supplementary tool and not the primary one. Remember to work on other, more traditional forms of marketing, as well as maintain your website.
It takes time
Social media was created for the purpose of building relationships and by following a large number of people straightaway, you somewhat defeat the purpose. The accounts that seem to follow just about everyone are often seen as spammers and if you are perceived as one, you might as well throw that social media strategy out the window. Build your network slowly by being clear about the audience you are targeting and make your objectives clear.
Numbers do not account for everything
Ever since the appearance of the first social networking site, its purpose has evolved from reconnecting and staying updated to having the most number of friends or followers. Suffice to say, even if you have millions of either one, there is still a big chance that your social media efforts will be for naught. After all, what good will it do for you if you have a lot of fans or followers when more than half of them do not even interact with you? This is a good example of prioritizing quality over quantity.
You do not always get what you give
If you think that you are bound to get better results if you spend more time on social media, you are likely to be mistaken. Post some timely updates and leave it at that. Spend the remained of your time doing other things that are probably more productive and let your accounts have some time alone. Make an estimate of how much time you will need to complete your tasks and make sure that your social media accounts do not dictate how you spend your day.
Social media is a two-way street
Just like any conversation, social media must go both ways. It loses a large part of its value when the sharing is only coming from one side. The purpose is to share information but responding to feedback is just as important. Listen to what your followers have to say and you would be surprised at the relationships you forge.
It should be something you find pleasure in
Social media is not only useful but for the ones who use it, it must be enjoyable as well. It can act as a channel for learning and meeting new people from all walks of life. If you find that using any social media platform is no fun, you must be doing something wrong. If your approach is wrong, the results you want are not likely to follow.