Sally Falkow is a brilliant guru of all things PR and here’s a very interesting post she did on her blog about corporations and social media.
Excerpt, “75 percent of Fortune 1000 companies are eager to get involved in social-networking initiatives for marketing or customer relations purposes, but 50 percent of those campaigns will be classified as failures, predicts Sarner. What are they doing wrong?
“(Businesses) will rush to the community and try to connect, but essentially they won’t have a mutual purpose, and they’ll fail,” Sarner said.”
Sally is in the Daily Dog and her column is just extraordinary in its coverage and anyone who is on the corporate side needs to read her take and Gartner’s results on social media.
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Gartner has a model it calls the Hype Cycle. IN fact, there’s a great new book about it by analysts Jackie Fenn and Mark Raskino. Anyway, one finds the “peak of inflated expectations” at the top of the cycle. It precedes the “trough of disillusionment.” I suspect F100 corporations will fall into this trough — even if independent bloggers don’t. Fortunately, they eventually rise back up on “the slope of enlightenment” and strat to generate real value from these approaches. Right now, though, would-be corporate social networkers are in free fall.
Britton Manasco
Illuminating the Future
Thanks for your kind words.
Making new media and tech trends easy for PR folk to understand and use is something I am passionate about. And to that end I am doing a social media strategy webinar series with Marketwire starting in March.
We have some terrific guest speakers: John Blossom author of Content Nation: Surviving and Thriving as Social Media Changes Our Work, Our Lives and Our Future for the first one, Paul Gillin author of The New Influencers and Social Media Marketing for session #2, Rebecca Lieb, Chief Editor of E-consultancy’s new US operation for the session on tools and content strategy and last bug by no means least, measurement guru K D Payne for the last session on ROI.