Social networking (using the social web) is about connecting with people — asking questions, having conversations — basically the same things you would do if you were talking in-person.  Yet many companies still treat social media like traditional media — as a way to distribute marketing and advertising messages.  While social media does provide a cost-effective way to reach a targeted audience for marketing, the real opportunity is in making personal and human connections with that audience.  Here are some of the most commonly repeated mistakes I see when it comes to social networking and using the social web:
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