And of course, a counter-list to the previous list (fewer items, but I guess since they're "sins" they each weigh more...?)
Here's a taste:
Social is PR
Social media is too big for one department. By defining social media in a purely public relations or communications capacity, it limits the scope of your campaign. Keep in mind that in employing social media, there are functionalities and benefits to other departments (e.g. product development, service and support, research), so include those departments as ways to deepen and continue your engagement with consumers. Your audience wants to know more about you than just what you're selling; they want to know about what you do, who does it, and how you do it.
One way to ensure you avoid the pitfall of operating social media in a silo is to ask yourself who else in the organization should participate, and how else can you leverage your social presence beyond just product launches and news events?
Takeaway: PR is great for news and launches, but social media creates the ongoing and sustained interest between news and launches.
Hard to see what the "sin" here is - looks to me like simple short-sightedness, something which everyone who's ever done business with a corporation of any size ought to recognize.
But I guess "Sin" in a headline sells better than "boo-boo", eh?