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.
“Businesses will rush to the community and try to connect, but essentially they won’t have a mutual purpose, and they’ll fail.” Adam Sarner
What does he mean by a “mutual purpose?” Any social media campaign has to be an authentic involvement with a community. A successful campaign will serve both the company putting out the campaign and the audience interacting with it and finding that balance is not easy.
Read more at socialmediatoday…
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Interesting article. I’m shure it won’t be easy to develope a successful campain.