Why social media projects fail – a European perspective

Germany-based Brand Science Institute, a renowned think-tank focused on brand and consumer management, has carried out a fairly extensive study on corporate social media projects over the past 7 months.

Focal point of the research was a desire to understand why (most) social media projects tend to be utter failures. BSI questioned 560+ marketers representing 52 brands from some of the largest companies across 12 European countries, and poured the end results in a presentation.

You can find the slides – which, admittedly, could have used just a tad more textual explanation for people to fully grasp BSI’s findings – on SlideShare, or hereunder: