Gartner, Corporations and Social Media
By Nettie Hartsock on Oct 9, 2008 in Featured, Marketing, Online Outreach, Social Media
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.
Britton Manasco | Oct 16, 2008 | Reply
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