Your online presence might be the first impression your company makes on potential customers. Unfortunately, for too many businesses, that “first impression” isn’t very impressive because the company’s social media accounts are inconsistent, out of date and just plain confusing.

The last thing you want is for prospects to question your professionalism and commitment to your customers because you have failed to maintain the platforms that have been set up to represent your business.

Is your business making one of these six social media mistakes?

Your Profiles Are Inconsistent or Incomplete

People almost always look online before they do business with a company. What will prospects see when they click on your pages on Facebook, LinkedIn, Twitter, Google+ and other networks? Will the profile image be the same across all those platforms? Is the page easily identified as your business? Inconsistent branding sends out the wrong message to your audience, which may cause confusion and lead to mistrust of your company and brand.

And are you providing essential information via these platforms? Can visitors quickly locate your company’s phone number or website on the profile?

You Rarely Update Your Profiles

Being inactive is almost as bad as having an inconsistent or incomplete profile. When was the last time the status was updated? A business page that’s updated infrequently says your business is unfocused and easily distracted. It makes your business look like it’s out of touch with technology. If your business can’t properly manage a simple social media site, it may lead your prospect to question, “What else are they not keeping up with?”

You Don’t Google Yourself

Maybe you’ve decided, for whatever reason, not to create a Facebook or Google+ profile for yourself. That doesn’t mean Google and Facebook won’t decide to create a basic listing page for you anyway.

I was working with a company recently that had over 24,000 views of their Google+ page that they did not even know existed. This page had no branding and incomplete information. How many prospects have they lost due to this poor brand management?

You Don’t Click Your Own Links

Many businesses include links on their website to take users to the company’s social media pages—a smart idea! The problem is, nobody at the company actually clicks on those links to make sure they actually work. You’d be surprised at how many companies send their guests to Facebook’s home page instead of their own branded Facebook page.

You Don’t Think Your Customers Use Social Media

Gone are the days when we could say that social media is for “kids.” Every age group, every demographic, is represented on many different social media platforms. If you personally have an aversion to social media, don’t assume that your customer is just like you.

Statistics show that the older generations are coming on board faster and faster each year. According to the Pew Research Center, 56 percent of adults age 65 and older use Facebook, and Twitter, Instagram and other platforms are seeing big upticks, too.

Also, don’t assume you don’t need social media marketing because your product or service isn’t a good fit. Maybe your law firm doesn’t need an Instagram presence, but a LinkedIn page could be a wise decision. Build your social media strategy around where your ideal client hangs out the most. Choosing the platforms that align with your industry and client.

You Don’t Have a Plan

When you do anything in your business, it should be done with intention. Not having a clear strategy—for why you are using social media, what you want out of it, and how it integrates with your business’s overall strategic plan—is a big mistake. Social media marketing done right requires a plan and consistent execution. If you are serious about growing your business using this marketing tool, a solid plan is not just useful; it is a requirement, no matter what industry you are in.