"Look for marketing's love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don't solve problems of poor products or positioning. Stories of social media failures will become more frequent as practitioners realize that customer conversations are time-consuming to maintain and that peer conversations present as many problems as they do opportunities."
A few of my more passionate social marketing friends contacted me and asked politely if I had lost my mind or something for issuing such a gloomy and pessimistic forecast at precisely the hour of social media's triumph. I responded that no slight was intended. On the contrary, I think the hangover stage is necessary and healthy if social media is to achieve its realistic potential for change.
To read the full B2C Marketing Insider blog post, click here
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I was recently quoted on Internetnews.com making the following prediction:
"Look for marketing's love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don't solve problems of poor products or positioning. Stories of social media failures will become more frequent as practitioners realize that customer conversations are time-consuming to maintain and that peer conversations present as many problems as they do opportunities."
A few of my more passionate social marketing friends contacted me and asked politely if I had lost my mind or something for issuing such a gloomy and pessimistic forecast at precisely the hour of social media's triumph. I responded that no slight was intended. On the contrary, I think the hangover stage is necessary and healthy if social media is to achieve its realistic potential for change.
To read the full B2C Marketing Insider blog post, click here