Online marketing takes on so many different forms, but social media marketing has really taken off in the last few years. Unfortunately, a lot of people aren't exactly doing it the right way.

Brian Carter of BruceClay.com just put up a blog post about the 10 biggest Facebook markteing mistakes of 2011.

So many companies have decided to jump onto the Facebook marketing bandwagon, just because they see everyone else doing it. Even people who are pretty good at utilizing Facebook from a social standpoint, the marketing side has been utilized in a less than ideal way.

Ironically, one of the mistakes Brian discusses in his post is that people overestimate the importance of Facebook pages. The assumption is that what you should do is build up that page and use it as a big marketing channel, but "less than 1 percent of page fans ever go back to your page." Are you wasting your effort?

Some of the other Facebook marketing mistakes include caring only about the number of fans, thinking about yourself instead of your audience, posting too frequently, and creating all the content yourself. Not surprisingly, one of the other big ones is ignoring your metrics. how else are you going to know if your marketing plan is working?

Do you do Facebook marketing? Has it been effective for you? Do you handle it in-house or do you outsource it to someone else?