If I have learned anything about what makes a sucessful topic for ExecTec it is that positive is always better then a negative one. So when I read Larry Brauner's 25 Common Social Media and Web Marketing Mistakes I knew two things. A) It made the foundation of a great topic and B) if I did not focus on the positive lessons of these mistakes then I would greatly decrease who would show to discuss the topic.

So bonus lesson before we begin with my version of what Larry's post inspired; a positive message is always more effective then a negative one.

1) A plan makes everything better. I am a loyal viewer of the Amazing Race (not just because they are a client of my company) and you often see these teams of two trying to achieve odd/improbable tasks and inevitably running afoul. They act first without enough focus on the defined goals and tasks. As Larry put it "action is easy, but will that action help you achieve objectives?"

2) Proof read your plan. Oh we know you had a plan, not written mind you but a good plan. Well not so much a plan as a concept but a good concept. A good plan is worth writing down and definately sharing with your team so everyone is on one page. Consider something realistic, straight forward, measurable, achievable with some solid benchmarks.

3) Look left and right before crossing the internet superhighway. This is marketing people and marketing without competitive analysis is something but what it is will not help you in business online or offiline.

4) Pace yourself. The plan (see items 1 and 2 again) calls for something realistic/achievable and if you come out of the gate with to many initiatives looking for impossible to sustain measurables then you will just end up burnt out.

5) Find your niche and focus on it. There is that which anyone and every one is doing (discovered through item 3) and that which you are passionate about but is not the path everyone else is taking. Differentiate yourself by doing the later.

6) Be unique! Trendy is for teenagers and cost centers. We are hunting profitable business

7) Pay attention to the vital factors. Your plan should have measurable goals which means you should already have your vital factors. It is critical that you monitor these factors and adjust your efforts for best results.

8) Know who your customer or target is. Search engines will not buy your product so a pure SEO approach will not get you to the promised land of profits.

9) Focus on the content your target wants and not making a grand presence. Good content is key and no amount of glitter, glam or logos will make up for a lack of good info.

10) Be responsible for the vision and do not delegate this critical aspect of any business. Your web-developer, programmer and project manager are looking to you for guidance and in the end the ownership of any project must remain with you. People will do anything you pay them for but they will not care as deeply about the outcome as you.

11) Cultivate a community and engage with that community. Constantly hunting takes a lot of effort but if you gather your community then it is easier to stay engaged with them.

12) Be Authentic. No will buy it if you you don't believe in your message. Be passionate and authentic in your efforts.

13) Get offline! Online might be easy but do not forget to take your efforts into the real world and be willing to engage your customer in a less virtual environment.

14) Have more then one product or offering. Betting the farm on one product or one approach is short sighted and shows a lack of effort.

15) Try things, make mistakes, seek help and constantly get better. You will stumble and will have set backs but you can learn more from mistakes then your successes and if you are not stretching the limits then perhaps you are leaving money on the table. Not only can you learn from your own mistakes but from those of others. Never turn down the opportunity to hear about others experiences and wisdom.

As always, there is no better way to meet and connect with other executives then over dinner and conversation. $21 in advance via PayPal or $25 at the event gets you a full dinner, drink and the best networking around.