Everyone makes mistakes, but it’s not very often that those mistakes are seen by millions of people. Social media and the web especially provide us full disclosure into the failures of not only individuals, but companies as well.

Thinking a lot about the both the best use and the abuse of social media is something that I do on a regular basis. Of course it's a part of my job description to do so, but even when we are outside of our cubicles, we are witnesses to the triumphs of social media, but also to the complete nuclear meltdowns that occur in its deep (web)space.

As individuals, we know what's right and what's wrong. As individuals representing a company, we know we're supposed to do in social media. Most of have been instructed and educated in its etiquette and finesse, but of course goof-ups do occur. That being said, instead of listing the do's, let's focus on the don'ts. So here we have it: how to demolish your corporate brand using social media.

No blog clause

This is your product's internet real estate, so you better have your 'house on the market'. It's the place where customers try to come to know about your product or service. Putting regular updates regarding the product makes the customer understand the real value of the product and it helps you get feedback.

The hard sell

If you are commenting on someone else's blog, don't leave comments that are really “adverquestions” or “introtisements”. Brass tacks: it’s cheesy and people see right through you. Additionally, it will get you moderated and banned if you keep doing it. There are places on the web for pitches and sales, like in press releases, landing pages, and Google AdSense ads. The pitch isn't welcome here.

Evangelists-for-hire: a faux pas

Ahh, the backlash that big brands have experienced when they secretly hired people to evangelize products or companies. Think and read about these two bad boys for example: Sony and Wal-Mart

Showing up as Willy Loman

When ever you pop your head out into the world, and decide to participate in the web 2.0. community, make sure you approach people as a person first – even if the reasons were completely commercial. People connect with people, not with brands, sales associates, marketing managers, brands or products.

Parroting out words

Just blatantly parroting other people's thoughts and words onto your blog isn't doing anything good. Of course it's only natural to be influenced by the great minds of t he blogosphere and social media, but it's always good to bring new thought to the table. If that can't be done, your brand is pretty much destroyed already, because you never had one to begin with.

Being frienemies

This applies especially to Twitter, where people just go indiscriminately adding strangers as friends And then they usually proceed to spam these people or unfollow right after you follow them back. Not only are these folk the bottom feeders of the social food chain, but also this type of behavior might get your IP address banned from the service

Customize, don't stagnate

Facebook is not MySpace. Twitter is not Wordpress. Linkedin is not Naymz. Every social networking site is different and you should create a different strategy for each site you decide to engage in. The strategy ought to be customized to that site’s specific rules and code of conduct. Trying to run a one-size-fits-all approach will limit your chances of being successful

Written by Heikki@Moogo.com