1. Equating a social media presence with a social media strategy.

Anyone can create a Twitter or Facebook account, but not everyone can use social platforms as a business tool. Before you start posting, take time to hone in on what you want to accomplish overall and on each channel. Set consistent and realistic goals for the three "Ps" (posting, performance, and paid) and then stick with them.

It's possible to track performance of social content without using a paid service. Google's Analytics Academy offers free videos that walk you through how to use their tools to track and collect actionable data, as well as how to create reports that evaluate digital marketing performance.

It might seem obvious, but many agents treat their professional accounts as though they are personal accounts. Consider the content that you are sharing and how it reflects on your business; sharing political views, off-color humor, or using an poor-quality image as your profile cover are all common mistakes.

Connecting with potential clients on social media can be tricky. Requesting to friend a potential client on social media can be off-putting, especially to younger buyers. A recent panel of buyers at the Florida Realtors Conference & Trade Expo revealed that young buyers draw a strict line between professional and social connections. As on participant said, "No Facebook. Your liking a picture of me on the beach with my girlfriend is weird."