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Social Media Is Failing – Youbetacha October 6, 2008

Posted by John in Technology.

Adam Sarner, an analyst with market research firm Gartner, has projected that over 75 percent of Fortune 1000 companies with Web sites will have undertaken some kind of online social-networking initiative for marketing or customer relations purposes. But, he added in an interview with CNET News, 50 percent of those campaigns will be classified as failures.

My response to this blog post – I AGREE

Social media has evolved into a PR centric and job security practice with eveyone claiming to be experts.  There are so many conferences going revolving around social media it has become dizzy.  Yet nothing is coming out of it.  Why?  There isn’t any innovation.

My take is that social media is more of a marketing practice not a PR function.  In today’s climate results matter – like distribution of content, sales, and new customers.  Social media as a result of over inflated PR messaging just doesn’t scale.  PR and social media are related but PR isn’t the primary opportunity.

I’m bullish on social media but I would have to agree that most social media will fail big.


1. Adam Singer - October 7, 2008

i disagree…some people are using it interesting ways…

just because alot of businesses dive in without much thought doesn’t mean there aren’t success stories…

2. Mukund Mohan - October 7, 2008

Its pretty easy to predict failure right? Does not put the Gartner analyst in any uncomfortable position since social media is relatively new and most new things have a high % of “failure”.

3. John Furrier - October 7, 2008

There is no doubt some experimentation going on right now, but the driver of social media is really about advertising NOT PR. PR plays a role but the advertising side is where the innovation needs to come. This area of marketing needs to scale and it isn’t showing any signs of scaling on the ‘program’ side of PR. Expect advertising to take the lead especially in an area where targeting systems can yield demographics that enable large media buys.

4. Mike Whaling - October 18, 2008

I’m not convinced that social media is purely a marketing or PR function… It has potential applications both internally within an organization, and externally facing toward various stakeholders. One of the best uses of social media is for customer service.

If social media has uses across multiple business functions, yet we still try to apply only marketing metrics to measure its success… then yes, there’s a good chance it will fail in most cases.

5. Social Media Snake Oil or Value Add - Social Media Spending Being Cut « Furrier.org - Business & Technology Blog - October 21, 2008

[…] around social media. I agree and have been banging on this drum for months now about social media here and here (corporate blogging is […]

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