My Top 3 Social Media Mistakes of 2011

Dec 2011

“Mistakes are the portals of discovery.” 
– James Joyce

2012As we approach the end of another year, it’s only natural to do a little navel-gazing and ponder the lessons of the previous 12 months.

In the course of this exercise, we usually discover that it’s the mistakes—the missteps, the over- and under-estimations, the coulda-woulda-shouldas—that offer the meatiest food for thought. And the best fodder for growth.

This blogger is, of course, no exception. Having founded Resonance in late 2010, I did a fair amount of stumbling through my first year in business, learning some valuable lessons along the way.

So, to the extent that they may save someone else the trouble of making them, I’m sharing my Top 3 Social Media Mistakes of 2011:

Mistake #1: Thinking “If I build it, they will come.”

I had been forewarned about this phenomenon many times before: thinking that simply putting quality content “out there” and engaging your network is enough to attract thousands of worshipping followers. So I promoted my blog on Facebook and Twitter, I interacted, I submitted links to Digg and StumbleUpon, I pleaded with my friends to hit me up with a few visits and the occasional share. And then … crickets.

At least for a while. As time went by, I evaluated and readjusted my promotion strategy, and yes, eventually the sound of crickets was replaced with the buzz of conversation.The key word here is eventually. As a good friend of mine is fond of saying, “Time takes time.” And there’s no substitute for it.

Lesson Learned: Even in the fast-paced world of social media, there are no overnight sensations. Produce quality content consistently over time and promote it strategically, and the traffic will come.

Mistake #2: Relying on social media to the exclusion of other methods

When I set out to market Resonance, I scoffed at email marketing. “Don’t need it,” I said to myself, “I’ve got the entire socialverse at my disposal.”

I’ve only recently realized that man does not live by social alone. Yes, Facebook, Twitter, and other networks are vital tools in reaching your audience (I’d be out of business if they didn’t) but without that added element of direct, personalized messaging, it can only go so far.

Lesson Learned: Assumptions are dangerous things; don’t let them stand between you and the results you’re trying to achieve.

Mistake #3: Not measuring results

Sure, I give my clients a detailed analytics report every month, complete with “lessons learned” and an action plan for the following month. But for myself … well, you know that old saying about the cobbler’s kids having no shoes?

It wasn’t that I didn’t see the value in looking at my own analytics; it’s just that for a long I just never made it a priority. Then I started looking at them and started taking in the lessons that only analytics can teach you.

For example, do you know what my most popular topic is? No, it’s not blogging or Twitter or even Facebook. It’s LinkedIn. It’s not something I would ever have assumed, but any post with the word “LinkedIn” in the title is about twice as likely to attract comments and shares. Not that I’ll be making this a LinkedIn-only blog anytime soon, but it is nice to know.

Lesson Learned: You can’t improve what you don’t measure, so make the time to measure.

So now you know my top 3 social media mistakes of 2011. Care to share any of yours and the wisdom that you’ve earned as a result? Let us know in the comments—we’d love to hear from you!


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  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

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    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

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