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.