Peter Shankman

We've asked a coterie of marketing experts to join Entrepreneur's Team Digital to provide answers to your common questions about building an online presence. … In this week's column, our Team Digital answers: What's a big social media mistake business owners make? Brian Solis: Ignoring social media altogether, because they don't have time to understand its impact. They write it off in the name of focusing on other more pressing priorities—or they misinterpret social media as distractions, silly networks and apps that kids use. Another mistake business owners make is they jump in to all of the hottest social properties

William Randolph Hearst, who had no fear of stretching the truth to its breaking point, would shake his head in amazement if he could see what happens on social media. Sensationalizing newspaper stories to increase circulation has been replaced with controversy-stoking fires designed to increase page views and clicks. Truth in commentary is optional. "Yellow journalism," as it was once called, affects more than website traffic and print circulation. It can be used to alter brand image by manipulating social platforms, search engines and traditional news outlets. If the company doesn't respond or responds poorly, the results can be long lasting and lethal.

We know that brands typically reach just 16 percent of the fan base they have worked so hard to build, but our tips for engagement and explanation of Facebook’s ad suite should help you broaden your reach and increase engagement. 1) Expanding Your Facebook Reach: While Facebook has never officially divulged exactly how to increase reach—though it did release an ad product, Reach Generator—there are several tactics known to work.

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