One of the biggest mistakes made by small businesses is entrusting their marketing potential to an entry-level employee or someone with other job duties. Likewise, the sticker shock of professional services may prevent small businesses from reaching their full potential. This is especially true in the case of hiring social media experts who understand the psychology behind strategic brand building. While any person with basic computer knowledge can create graphics in many of the online tools readily available, many do-it-yourself posts lack quality control to properly engage customers (and potential customers) on a consistent daily basis.