A plan from someone right out of school, because “they understand social” is a classic mistake. Just because a customer has been using a product doesn’t qualify them to be CFO. Why would you do the same thing with social?
According to MARC USA, marketers have done a poor job of making social media work because they have been too busy drinking the social media Kool-Aid. “The hype factory forced them to chase every new, bright, shiny object; from FourSquare to Gowalla, Groupon to Scavngr, Facebook to Genie,” says Adam Kmiec, SVP, Interactive Marketing Innovation, MARC USA.
For every success story there are thousands of failed social initiatives. While there is no way to guarantee a hit, Kmiec says there are ways to assure failure. With that in mind, here are his ten reasons why half of all social media initiatives fail:
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