A Complicated Situation

An IT analyst firm estimates that about 70% of social media campaigns will fail in 2011.

I don't know about you but this is totally surprising to me! I guess I have never really thought much about how social media even advertises. I have 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

•  They have watched their competitors do so. 

This article explains 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”.

Apparently these reasons are wrong because their are so many mistakes that social media marketing makes in the first place, and 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. What do you think?

From article In Social Media, Failing to Plan is Planning to Fail. At BrianSolis.com