Why Do Some Social Media Projects Fail?

View more presentations from BSI.

The Brand Science Institute (BSI) conducted a study lasting seven months and was conducted
in twelve European countries to understand what “What goes wrong?” when launching a social media initiative. 563 marketers representing 52 brands participated and this is what they found:

  • 81% of all companies don’t have a clear social media strategy!
  • Corporates tend to take twice as long as start-ups for social media projects
  • Only 7% understand the real value of customer interactions
  • Only 27% have a clear understanding of their customers
  • Social media projects are there times more under control
  • 73% had to show money after 12 months
  • 76% feel that legal departments hinder social media projects
  • 87% had to correct their social media expectations
  • 72% thought social media must be viral
  • 68% never heard of the 1-9-90 rule
  • 84% compare social media performance with standard media measures
  • 76% don’t moderate social media projects accurately (if at all)
  • Only 7% understand the CRM value of social media
  • 91% allocate budgets the wrong way!
  • 37% think that social media is a media buy
  • 53% were stepping into the geek-trap
  • 92% are not aware of their FB dependency
  • 71% take expensive upfront investments to secure technical functionality
  • Only 11% have social media guidelines
  • 86% don’t have a clue how to handle a social media backlash
  • Only 4% share their social media experience throughout the company

Personally, I am not too surprised with these results. It does go to show however, that a clear lack of planning and goal setting can result in poor results. If you had to benchmark your company with these results, how would it stand?

Author: Jas

Jas Dhaliwal is a highly experienced International Social Media Strategist. Currently working as AVG Technologies, Director of Communities and Online Engagement, he specialises in building and engaging with social communities across the web. Born and bred in London, he is passionate about technology and social anthropology. Prior to AVG, Jas launched the social media program for Microsoft’s MVP Award program. Jas holds a BSc (Hons) in Information Systems and has an MBA from Brunel University in London, England. You can follow Jas as @Jas on Twitter or on Google+

Leave a Reply