Whether it is a blog, a social network page or group or other user generated content, beware of these mistakes as presented by Doug Walker of Venture Communications.
Social marketing requires an investment in time and effort.
Seven Big Mistakes
1. Build it and forget it
2. Let it run itself
3. No policy for what user-generated content is acceptable
4. Too strict a policy
5. No maintenance budget
6. No objective (actually, this is number one!)
7. No metrics (there must be some way of measuring results)