Intimidated by the new technology or simply not moving fast enough to take advantage of it, some companies, however, are still struggling to adjust to this new environment.

The stats say that social networking media has become a powerful tool for finding/attracting potential customers or clients. It is said, for example, that people spend about 23 percent of their Internet time on social networks; furthermore, by 2014, these social networks will replace email as the preferred mode of interpersonal communication.

Intimidated by the new technology or simply not moving fast enough to take advantage of it, some companies, however, are still struggling to adjust to this new environment. After all, social media was invented so people could socialize or, to put it more bluntly, get away from work and commercialism—notwithstanding site-supporting advertisements.

It’s one thing to put up with ads, but it’s another to be constantly harassed by clueless marketers pretending to want social engagement. Attempting to use social networks like any other sales platform is only one of many mistakes companies make. Misusing social media, as a matter of fact, may be worse than not using it all.

Yes, you can generate some valuable leads from social media networks. In fact, an IBM-sponsored study showed that 82 percent of executives are planning to increase the use of social media in the future. The same report, however, hinted that there is a serious disconnect between what companies need to do and what they ultimately accomplish. Here are some other mistakes companies are committing:

• There is now too much “marketing noise” —i.e., companies are drowning Internet users with sales pitches. Companies that fail to differentiate themselves properly and swim out of all that “noise” will fail.
• There is often no long-term strategy. Okay, so having a presence on Facebook, Google+ and Twitter is nice, but it won’t necessarily create meaningful leads without a realistic, comprehensive plan.
• No appropriate links provided. Simply linking to a company’s website isn’t enough. Links need to be relevant to the information shared. If you mention a webinar or a free newsletter, link directly to that information.
• Not concentrating on targeted customers. Having a strong presence on Facebook is meaningless if your target audience isn’t there.
• Lack of valuable content. Is the information you are putting out there of practical use; is it something people want or need?
• Improperly using social media sites. All social media sites have their advantages and disadvantages. You need to learn how to best use each site, according to goals, organizational vision and target audience.
• Not using proper “call to action” mechanisms. Some companies fail to ask for a decision, preferably with well-designed landing pages.
• Failing to integrate social media and email marketing strategies. By combining the ease/affordability of emails with the power of social media, you can reach hitherto unexplored plateaus.
• Not properly analyzing your presence in social networks. This is the equivalent of opening franchises in areas for which a marketing study was not conducted.

As for the dos of using social media networks to generate leads, well, there are tons of suggestions out there. Your first priority should be to develop a comprehensive, proactive plan, preferably with the assistance of consultants and Internet-use experts. Regarding maximizing the use of emails, for example, how will you handle the sharing of large and sophisticated files with a myriad of potentially interested users? Services like SiteDrop (provided by YouSendIt), for example, can let you send files using embedding technology that makes the process easier, faster, and more secure.

Some of the best tips on using social media networks to generate leads include:

1. Do some heavy-duty research before implementing any strategy. This may involve the input of social media experts; it should also motivate you to read substantially on the matter from a variety of sources (e.g., books, blogs, articles, etc.).
2. Provide meaningful, practical and well-researched content that subtly links back to your website. Consider purchasing content or hiring a professional writer. Poorly written, sloppy content will only hurt and not enhance your lead-generation strategies. Make sure said content is of high interest to you target audience.
3. Develop a strategy that takes into account all the parameters and initiatives of the marketing, sales and PR departments. In other words, you need to develop a well-connected organizational strategy that avoids departmental competition or misalignment.
4. Don’t necessarily depend on the views and input of executives and experts. Conduct brainstorming sessions with in-house staff, lower-level personnel and, of course, past clients. Their input can be invaluable.
5. Don’t trust just strategy. Connect any social media lead generation strategy with a great customer service initiative and set of standards.
6. Bring in your whole staff into the social media initiative. Provide training so that everyone knows what the goals are and everyone is pulling in the same direction.
7. Be memorable. Create news that will bring attention to your organization and its products/services.
8. Sponsor events that are likely to attract positive attention. Running a contest for a valuable prize, for example, will get you many leads.
9. Share your knowledge/expertise freely. Some people fear that they are simply giving away secrets but this can help market your organization, establish you as an expert and create important bridges.
10. Establish meaningful relationships with people. If you just view people as potential cash cows (and, consequently, treat them as such), then you won’t make meaningful connections with people. It is those people with whom you establish relationships that will patronize your business.

Take your time to develop a strategy around your social media strategy. It will pay off in the long run with valuable leads and consumers who have brand loyalty. Even in a zero moment of truth world, recurring customers are absolutely vital to business success.