By Susannah Breslin, Forbes Unhappy with how your business is doing when it comes to social media? Looking for someone to blame for the fact that more of your customers keep unliking you on Facebook everyday? Frustrated as to why no one retweets your company’s tweets on Twitter? Here’s what you’re doing wrong. 1. You don’t own it. You hired a company to do your social media for you. Since you became their client, they’ve had a dozen different people working on your account. How can you expect your business to succeed when your social media plan amounts to passing the buck? 2. You’re trying too hard. Spamming your followers with non-stop brand-related chatter will make you lose followers, not gain fans. Social media works best when it involves an element of play. Develop a compelling voice. Be entertaining. Use humor. This the internet, not a board meeting. 3. You don’t get it. Here’s the thing: You don’t have to understand social media. In fact, those who refer to themselves as “social media rock stars” really don’t get it. The truth is: Nobody gets it, not really, not yet. It’s evolving. Today’s expert is tomorrow’s idiot. Get the full story at Forbes