Social media such as Twitter, Facebook, Pinterest, and Instagram are now not only personal expressions but company branding machines. With the proliferation of this new media, I have identified five sins that create weak impact—unless you are into rewarding stupidly bad behavior. And, they drive me crazy! The dark side of social media might hurt you more than help. Many companies see added stats to follower lists, but do they know that their supposed social media manager is cheating a system instead of engaging people?