The first and perhaps the most important mistake in social media is to start out with what you want to say rather than what engages people. Sure, you might be on strategy with your message, but nobody will talk about it. You can’t take the classic advertising agency approach and buy yourself in, and thus you won’t exist.
Bending the truth will guarantee long term failure. Honesty and transparency is key. Charlatans will be exposed.
Staying safe means staying anomymous. If you remove the sharp edges there will be nothing to grab on to and nothing to care about. You need to move away from the middle of the road mediocrity to become remarkable. And if you’re not remarkable, you won’t be at all.