I came across an article at BrianSolis.com titled In Social Media, Failing to Plan is Planning to Fail.
What immediately got my attention was an IT analyst firm’s estimate that about 70% of social media campaigns will fail in 2011. This fact was surprising to me because I never really thought much about how social media even advertises. I had only heard about Facebook, Twitter, ect. from friends.
Companies that have invested in social media marketing are doing so because they feel it’s a sensible decision or because they have watched their competitors do so. Solis explains in his article that these are “wrong reasons” to invest and I did not quite understand why. Three large companies I have interned with had me create Facebook and Twitter accounts for them after they invested in their campaigns. I never asked why, but now I cant help but wonder if it was for one of these “wrong reasons”.
These reasons are wrong because their are so many mistakes that social media marketing makes in the first place. Solis explains it takes time to learn new processes and systems.
I began to understand the concept that social media campaigns are complicated.
Our culture is constantly changing and trends are continually evolving. Even my personal social networking life has evolved and probably will continue to evolve. First AIM, then MySpace, and last but not least Facebook.
It makes sense that the topic of social media campaigns would be complicated. To me being flexible in the ever changing world of social media would be the best technique for companies to use.
“Success requires definition based on intentions, goals, and mutual value across the organization from the top down, bottom up, inside out and outside in”.