BizReport: Social media failure should be embraced

BizReport says while there is much to learn from social media success stories, failures offer just as much valuable information.

In reality, social media marketing is still in its infancy and brands continue to experiment. Failure is a vital part of this phase and should be expected rather than feared, BizReport says.

The subject of social media failure was the topic of a recent post on the Sysomos blog: “Failure offers insight into activities that were not effective and didn’t resonate with users,” writes Mark Evans, director of Communications at Sysomos. “By putting the spotlight on failure, companies can get a better handle on the best ways to approach social media while avoiding strategic and tactical pitfalls.”

Sysomos says the most common reasons that social media marketing efforts fails include lack of a strategic plan, lack of a tactical plan, lack of resources, lack of engaging and compelling content and failure to form relationships.