Why European social media projects fail

by Robin Grant in News on 25 August 2010 at 14:39 Google+

The Brand Science Institute conducted a study over the past 7 months on corporate social media projects, the focal point of which was a desire to understand why (most) social media projects tend to fail. They questioned 563 marketers representing 52 brands from some of the largest companies across 12 European countries. Here’s what they found:

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  • http://twitter.com/SocialMedia_Art Waqas Ali

    Great sharing Robin.

    Would you please explain what is mean by STEPPING INTO THE GEEK-TRAP? Thank you.

  • Nils

    Hey Waqas, Thanks for asking, I just saw your question accidentally: “Stepping into the geek-trap” is all about giving some brands an advice to go with start-up companies that don't have the slightest momentum and/or effect on the social media sphere of the brand and therefore become totally useless as an investment. This does not necessarily mean, that large corporations shouldn't support start-up's but for social media operations some are trendy but not always useful!

    Does that help?

  • http://twitter.com/SocialMedia_Art Waqas Ali

    Thank you for clearing this for me, Nils!

  • http://www.launchfn.com Karen Rands

    Fascinating. I am amazed that so many corps still don't get social media… There are umpteen consulting groups trying to sell them strategies. So what is the 1-9-90 rule?

  • http://twitter.com/JadeYG Jade Y. Gunver

    I love the post, and I was on Slide Share Presentation this morning and amazed by the work that have done by BSI. Thanks for sharing in your post.
    Karen, its the 90-9-1 Principle and the pyramid of Creators, editors and the audience. You can find more info at http://www.90-9-1.com/

  • Nils

    @Karen: Jade posted a nice link of the 1-9-90rule (or 90-9-1). Thanks for the help!

  • http://www.facebook.com/people/Petra-Opelova/1322940386 Petra Opělová

    Could not agree more. Being from the Czech Republic myself, I see how companies make these mistakes on everyday basis. Saying that social media has still not been grasped by many firms out there would be an understatement.
    Thank you for posting this.