Marketing Fail
Posted on 18. Jul, 2008 in Marketing, New Media
I was looking at the Fail Blog just now, then I came aross this story on ReadWriteWeb. Apparently, some guy at Deloitte looked at a bunch of branded online communities and found that:
Thirty-five percent of the [corporate] online communities studied have less than 100 members; less than 25% have more than 1,000 members – despite the fact that close to 60% of these businesses have spent over $1 million on their community projects.
As RWW points out with insights like “They are stupid,” the study misses the real reason that corporate social networks fail: nobody cares.
