In the financial world, every opportunity has its risks, and the same is true of social-media marketing. Here are three more social-media marketing pitfalls and how to overcome them:

1. Spam. Spam messages can be harmful to your company email accounts in many ways. First, they are extremely unattractive and reflect poorly on your brand. Second, they put your accounts and the accounts of those involved at risk for viruses.

What to do. Delete posts that weren’t written by a real person (totally off-topic or were clearly written by a translator), ask for money/attempt to sell something or include suspicious links. (Always take caution when clicking on unknown links.)

2. Errors in posts. I used to panic upon realizing I had posted something with an error. But let’s face it: Everybody is susceptible to error. Breathe; it will be OK. While you should take every reasonable measure to prevent error, you can turn the occasion of an error into an opportunity.

What to do. The action depends on the type of error.

You notice a typographical error: Delete and repost the piece.

A reader becomes confused by an error: Draw attention to your error before someone else does. (The secret here is to be humble and lighthearted.)

You include incorrect information: Correct your post and note the correction in a subsequent post.

3. Competitors. There may come a day when you notice your competitors are following you. Don’t feel threatened. They are simply trying to assess why you are so successful.

What to do. If and when this happens, there are a few things you should consider:

Can they see your connections and prospects? If so, you may want to adjust your privacy settings.

Can they see all your content? Once again, you may want to adjust your privacy settings.

There’s no doubt that the social-media jungle has its perils. But you shouldn’t let that stop you from taking advantage of the powerful opportunity presented by this medium. Arm yourself properly and you can make the most of social media for the betterment of your business.

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