Delving into Digital Marketing?: Why Social Implementations Fail

Saturday, June 14, 2014

Why Social Implementations Fail

In early 2013 Gartner published a report indicating 80 percent of Social Business efforts will not achieve their intended benefits through 2015. That is a staggering number and a bold prediction to say the least. Gartner can back up from the data unearthed during its extensive research into social business.

At the same time, the importance of social as an integrated business tool is mounting. In 2013 MIT Sloan Management Review released a report stating that 18 percent of respondents to their Social Business Survey in 2011 said social was “important today.” In 2012, that number increased to 36 percent and in 2016 this number is expected be 69 percent.

As social grows across industries and vertical markets, many companies are facing common implementation barriers. The interest in using the solution runs high at the start and then slowly drops off as organizations move to deploying it across the company, leaving many organizations wondering why this is happening and how it can be addressed.

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