The document discusses common mistakes in social media marketing and provides tips for creating an effective strategy. It notes that social media marketing efforts often fail due to hasty decisions, inconsistent activity, and focusing on the wrong metrics. The document advises determining objectives, responsibilities, philosophies, and metrics before creating a detailed social media strategy to avoid common pitfalls and ensure activities are engaging customers and driving value and sales. Workshops are provided later in the day to help attendees develop successful strategies.