Social media is no longer a side thought for businesses. Across social media channels, businesses are utilizing the outlets as an integral marketing tool to attract, engage and incentivize customers. However, there are a lot of social media tactics that can ultimately result in a negative impact of a brand. Stephanie Moritz, head of PR and social media at ConAgra Foods and an instructor with the Digital Professional Institute (DPI), shares her thoughts on common social media errors.

“Social media has the potential to propel businesses to the next level since Facebook, Twitter and Instagram have a global reach,” says Mortiz. “But failure to properly engage followers or fans can have the opposite effect and turn future customers away from the brand. Unfortunately, it’s all too common for social media to be neglected or poorly managed, leading to lost fans and frustrated customers.”

Below are six things Moritz sees companies do wrong on social media:

1. Shiny Object Syndrome: Entering the space because of shiny object syndrome versus having a specific strategy that aligns to business objectives.
2. What’s in it for ME: Thinking only about what’s in it for them, not what’s in it for the consumer.
3. The Cold Shoulder: Completely ignoring messages and comments from consumers and followers.
4. Corporate Speak: Using “corporate speak” instead of talking to consumers like friends or family, in other words not having a personality on the page.
5. Lack of Transparency: Not being open, honest and transparent, which is what builds trust, brand loyalty and positive word of mouth.
6. Release the Bots: Responding with the same non-personalized, standard response every time or setting automated responses and posts without staying engaged with what’s happening on social media platforms.