One business essential, that real estate professionals and everyone else take for granted, is increasingly more challenging to count on: social media.

Does social media allow you to dominate your market by seamlessly integrating several platforms, by creating an automated sales funnel, or by delivering highly-relevant content to targets? However you, your prospects, and clients benefit, it may be dangerous to take for granted that the social media that got you where you are, will keep you moving on.

When was the last time, you dug in and took a close look at your social media return-on-investment? With so much in flux, now may be a good time to be sure that what you believe is happening is and that social media opportunities are not being overlooked.

Year-in-review and forecasting reports and surveys (many of them free) provide useful context for evaluating your social media strategies and results as you project into next year. Analyze a few of the currently available reports, like “The Future of Social Media (And How to Prepare For It): The State of Social Media 2016 Report,” issued by social media management giant and based on data collected from 1200 marketers, or Altimeter @ Prophet ‘s “The 2016 State of Social Business The 2016 State of Social Business” which Includes input from 18 brands, vendors, thought leaders, and 523 global social strategists.

Five Social Media Mistakes to Avoid in 2017

Prioritize the following five mistakes based on your social media perspectives and on changes you believe will impact your corner of the real estate industry. Then, tackle the top mistake or two that, when reversed into opportunity, will generate the greatest benefit to you and those you’ll serve in 2017:

Mistake #1. Free-Wheeling: No Plan or Strategy…How Hard Can Social Media Be?

Opportunity: Did you leap into social media and just let things happen? If so, now may be the ideal time to take stock of what social media has accomplished for you and what more you can gain. The number of followers is not as important as the strength of ties to your selected target market and connections with individual target followers. Do you really know how effective your content and selected platforms are without regularly use analytics like Google Analytics? Believing you know what is going on is not the same as testing and evaluating what’s actually happening. Align sales goals, brand strategies, target market development, and other business essentials with social media potential to set fresh on-point strategies for 2017.

Mistake #2. Putting All Your Social Media “Eggs” in One Platform

Opportunity: With more than 76% of internet-active US adults engaged on one or more social media platforms, according to Pew Research, there’s little doubt that social media is a must for communicating with prospects and clients. With this realization comes the reality that choosing which platforms to master is as complex as profiling your ideal target client and maintaining that ever-changing profile. Since target characteristics and interests change over time, so will target preferences in social media or for the latest “new thing.” That means stick to one platform or two and you may be left behind as target clients move on. For instance, Pinterest has risen high on the list for many buyers and sellers, but it is still a no-go for others. Research revealed 96% of visitors use Pinterest to research a purchase and 87% say the site helped with the buying decision. Keeping up with targets’ “what’s hot and what’s not” is vital.