{"id":3006,"date":"2012-05-31T07:00:20","date_gmt":"2012-05-31T15:00:20","guid":{"rendered":"http:\/\/www.formtek.com\/blog\/?p=3006"},"modified":"2012-05-31T07:00:20","modified_gmt":"2012-05-31T15:00:20","slug":"social-media-gartner-expects-half-of-social-media-campaigns-to-fail","status":"publish","type":"post","link":"https:\/\/formtek.com\/blog\/social-media-gartner-expects-half-of-social-media-campaigns-to-fail\/","title":{"rendered":"Social Media: Gartner Expects Half of Social Media Campaigns to Fail"},"content":{"rendered":"<p>&#8220;Doing social media because everyone else is doing it is not a strategy,&#8221; <a title=\"Scott Nelson, gartner analyst, quote on social media\" href=\"http:\/\/www.networkworld.com\/news\/2012\/050412-gartner-social-media-258990.html\">said <\/a><a title=\"Scott Nelson bio\" href=\"http:\/\/www.linkedin.com\/in\/ggscottn\" target=\"_blank\">Scott Nelson<\/a>, a Gartner analyst who focuses on social media strategies for enterprises. \u00a0&#8220;One of the keys to being successful is to know what you&#8217;re trying to accomplish.&#8221;<\/p>\n<p>Gartner says that reasons to adopt social media include:<\/p>\n<ul>\n<li>increase revenue<\/li>\n<li>decrease costs<\/li>\n<li>increase satisfaction of customers or employees<\/li>\n<li>extend or build a brand<\/li>\n<\/ul>\n<p>Nelson says though that no matter what the reason, social media is no different than other projects and should be measured and evalutated by selecting appropriate metrics.<\/p>\n<p><a title=\"Adam Sarner bio\" href=\"http:\/\/www.linkedin.com\/pub\/adam-sarner\/0\/145\/20\" target=\"_blank\">Adam Sarner<\/a>, research director at Gartner, said that\u00a0&#8220;for the 50% of Fortune 1000 organisations not determining, or even measuring, ROI, ignorance will mean failed projects. \u00a0Among the companies who will not see a worthwhile return, only 20% will even have the data to evaluate where their social strategy is falling short. These organisations will be unable to justify future funding.&#8221;<\/p>\n<p>But companies will learn, they&#8217;ll have to. Increasingly Social Media is becoming an important tool for sales, customer service and support groups. \u00a0As a market, Gartner classifies vendors selling products and services in this space as the social customer relationship management (Social CRM &#8212; SCRM) industry. \u00a0In 2012 there will be nearly $2.1 billion dollars spent by companies for SCRM software licenses and subscriptsion, compared to just $850 million from last year. \u00a0Vendors in this space include Jive Software, Lithium Technologies and Salesforce.com.<\/p>\n<div class=\"lightsocial_container\"><div class=\"lightsocial_element\"><a class=\"lightsocial_a\" href=\"http:\/\/digg.com\/submit?url=https%3A%2F%2Fformtek.com%2Fblog%2Fsocial-media-gartner-expects-half-of-social-media-campaigns-to-fail%2F&amp;title=\" target=\"_blank\"><img decoding=\"async\" class=\"lightsocial_img\" src=\"https:\/\/formtek.com\/blog\/wp-content\/plugins\/light-social\/digg.png\" alt=\"Digg This\" title=\"Digg This\" 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