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I love John Mortors page. The most shameful post shared from his Facebook Page that I've seen was only used a couple of days ago via Kia Worldwide Motors of an African girl crying. The overlaying text read: Click 'Like' to stop her tears. Some of these tactics are getting beyond a joke - and I would be surprised to know of any brands who are actually garnering any ROI out of this.
Unfortunately, many strategists are forced to comply to these sorts of posts from traditional marketers who think higher numbers of likes and fans actually correlate to ROI in social media.
There is a push towards Google+ for brands, businesses and consumers who want their reviews published to their name with Google+ Local. This is going to be a massive factor in local search, and for those businesses who have authentic reviews. Social recommendations are bigger than ever - I have already been advising businesses to at least have their page set up and optimised to create extend their presence.
A lot of the pitfalls in social media for small to medium businesses can be narrowed to misunderstanding as a method of communication. There is a set and forget mentality - build it, and they will come!
Managing social networks is far more intense than managing a website. Social media marketing requires consistent commitment, energy, dedication and execution, which many businesses say they are too busy for... then blame the method.
Many of the points you mentioned are also valid, particularly poor call to actions and landing pages. Making minor adjustments to these will give businesses a better chance of conversion, but rather than adapt, they give up and say it doesn't work.
I have witnessed several small business owners who have successfully used social media as their main marketing channel, purely from commiting themselves to connecting with their consumers and suppliers- some didn't even have a website built when they started!
Yes social media can be a bust, but then you change your strategy - and start again.