50% of social media campaigns will flop
22 October 2008 
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In Orlando Fl last week, a Gartner analyst projected that 50% of social media campaigns will flop…but far from a glib claim (along the lines of 50% of advertising never works, we just never know which half) Gartner tellingly hits the nail on the head when it comes to the reason why many Social Media Campaigns/Marketing fail…social media wasn’t built to facilitate sales and marketing, in fact it’s somewhat opposed/resistant to it. Gartner dub the reason for failure as lack of “mutual purpose”. So before you think about ill-fated engagement with SocMed/Web2.0, analyse your motivations (and your heart); it might be a telling predictor of eventual campaign results. Ta to Andy Lark for the story tip.
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