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Jerimiah Owyang, Sr Analyst at Forrester was recently interviewed on Marketing Voices and said that a recent study revealed that most marketers are earning a failing grade on their social marketing efforts. The reason that he gave was that many marketers do not understand a fundamental element of social marketing - the social part. The study found that most campaigns are achieving poor results because marketers are treating social marketing as if it were traditional marketing, and trying to communicate directly with the individual. This is a mistake, according to Owyang, because the social marketing is most effective when consumers are talking to other consumers. One successful campaign is BMW's Graffiti campaign on Facebook, where they created an online coloring contest. Individuals can share their vandalism of the BMW Series 1 with their friends, who can then learn about the new model.
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