1. You are looking for ways to get more followers.
It's become a cliche at this point, but only in words not in action. So many companies still focus on the number and make no effort to really understand what "quality of followers" means much less how to leverage it effectively for their business. Don't just go after the right followers, use them!
2. You don't think it's worth the investment because it won't accomplish short-term goals.
Social media is not like buying a 30 second spot in the Super Bowl. It won't accomplish your marketing goals right away. But if you understand how it works and how to use it, social media will be a powerful tool for those goals. Phrased a different way: don't let the end intimidate the means.
3. You are afraid of what your customers might say.
Let me ask you this, 'If your co-worker is going to tell your manager that you messed up that big project, would you want to be in the room?' Yes, I think we all would. What your customers say about you and your business has absolutely nothing to do with whether you are listening. Except for the fact that they might actually be less willing to bad-mouth you if they know you are listening...
4. You don't have a detailed project framework for your social media
Any business person will tell you that planning is necessary for success. And they will probably create a detailed project framework for their marketing or PR initiative. But social media? Yea, just let it grow organically, right? Ummm, not quite. Social media is just as powerful (if not more so) a business tool as any other.
5. You don't think social media can hurt your brand.
Any kind of exposure has the potential to benefit or harm your brand. And when you are stepping out in front of hundreds of millions of fans and followers...well, let's just say, 'that's a lot of potential'.
6. You read a successful case study and want the same results.
Not only is it almost impossible to replicate the same campaign in social media, if you did, you would be pounded for it. Just like you wouldn't copy another companies advertising campaign, you don't want to copy their social media campaign. And if you invest and plan carefully in your own social media, you won't need to!
7. You think social media seems easy.
It's easy to start, sure. But the problem is EVERYONE ELSE is starting as well. Consumers have tens of thousands of brands bombarding them on Twitter, Facebook and Youtube all day. Even your direct competitors are probably on social media. You can't approach any competitive aspect of business half-ass because basic economics will ensure they are all hard.
8. You hired a social media manager because they are young, hip and have tons of Twitter followers.
Being good at social media and being good at social media for business are two different things. Social media is a powerful tool, but only when put in the hands of a powerful businessperson.
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Any more you can add? Where else have you seen companies go wrong in social media?