In whatever way you may have failed in the past, it is important to learn from your social mistakes.

Using social media correctly is sort of like being Goldilocks: it can be challenging to find the right fit. Some actions are too loud and others are too quiet. Some are too aggrandizing and others too humble. In whatever way you may have failed in the past, it is important to learn from your social mistakes.

1. _You post too much–or too little _

There may be days where something hot is happening in your field. If you design apps for smartphones, then you probably burned up your feed with commentary regarding Apple's new line. In general, your followers may have a hard time engaging with dozens of posts per day. On the other hand, posting too few updates may convince your followers that you're not active enough to care about following.

2. _You have too many profiles (or not enough) _

Your customers are out there, but what are the best channels for engaging them? You may have to play around a bit before you come up with a winning combination of social tools to reach them.

Look for social sites that are a good fit for your industry and for innovative ways to find your customers. It can be seductive to join the rush to sign up for a new platform, but consider what works for your brand before joining. Establish a presence on one core site while continuing to explore new options.

3. _You're self-promoting _

Find a balance between sharing others' information and your own. The best feeds artfully mix together many sources of information and first-hand updates. This is a skill that is developed over time. Effective social media posts should begin a conversation that engages new and loyal audience members. Try different things, and develop an understanding of the types of posts that work for you.

4. _You don't interact _

It can be overwhelming to engage with the various voices in your field, but sincere engagement is valued on social media platforms. Avoid the temptation to start a conversation with the equivalent of a "Hi!" This can be charming from infants, but doesn't have much cachet on Twitter. Have confidence that you can contribute. On the other hand, silence and lack of engagement undermine the entire purpose of social media, so let your voice be heard! Not engaging is as bad as unnecessary chatter.

5. _Your content isn't engaging _

You may be tempted to stick closely to a single topic, or you might find it difficult to stay on topic. Either way, you may drive away your audience by not offering an engaging narrative. If you are driven only by a single theme, your posts may become repetitive and dull. While many customers may consider you a narrow channel of limited bandwidth on a single topic, the world is made up of interconnected stories. Find a balance between your core topics and relevant offshoots.

By reconciling the extremes and finding a unique way of using social media to connect with your audience, you can develop a distinctive voice that tells your story in an authentic way.