The document outlines 6 common mistakes companies make when using social media for marketing purposes. These mistakes include lacking a clear strategy and goals, spamming users with irrelevant content, being inconsistent in brand messaging across platforms, not actively engaging with customers on social media, and failing to respond to user comments and questions in a timely manner. The document advocates developing an integrated social media strategy aligned with other marketing activities and using social platforms to start conversations, share valuable content, and build relationships with customers.