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Charlene Li

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About Charlene Li:

Founding Partner

Altimeter Group

Charlene Li is founder of Altimeter Group and the author of the New York Times bestseller, Open Leadership. She is also the coauthor of the critically acclaimed, bestselling book Groundswell, which was named one of the best business books in 2008. She is one of the foremost experts on social media and technologies and a consultant and independent thought leader on leadership, strategy, social technologies, interactive media and marketing. Formerly Li was vice president and principal analyst at Forrester Research and a consultant with Monitor Group. She was named one of the 100 most creative people in business by Fast Company in 2010 and one of the most influential women in technology 2009.

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Why Social Media Marketing Fails - Notes From Web 2.0 Expo panel

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Posted August 1, 2009 with 339 reads

Keywords: culture, marketing, social customer, social media, social media marketing

I had the honor and pleasure of being on a panel with my two former Forrester colleagues, Peter Kim (now at Dachis Corporation) and Jeremiah Owyang (still at Forrester). Our topic: “Why Social Media Marketing Fails â€” and What To Do About It“.

Peter organized the panel to discuss four topics:

How can I get my culture to adapt?
How can I make my campaigns work?
What am I supposed to measure?
Does social media even matter?

I've included an audio podcast of the panel.

Update: Slides are avaiable on SlideShare.net

There are also some excellent summary posts - let me know if there are others
and I'll add the links.

Jessica Valenzuela, Maven Digital Mashup

Susan Etlinger, Horn Group, Brass Tacks blog

Mia Dand, Marketing Mystic

Michael Cayley, Social Capital Value Add

Jennifer Leggio, ZDNet

Holger Nauheimer, Change Management Blog

If you'd like to see the Twitter discussion, it's tagged #smfail and available via Twitter Search.

And finally, some photos at Flickr by John J Welsh.

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jakrose said:

Here is the link to the correct audio http://www.altimetergroup.com/wp-content/audio/Web2E.mp3

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Fri, 2009-08-07 12:09 — jakrose

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frankfortin.com said:

Charlene,

I think the link to the audio podcast is broken. Can you look into it?

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Sat, 2009-08-01 12:58 — frankfortin.com

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“Up until this point we have always understood content through the lens of the distribution channel it sat within. The channel, in fact, gave its name to the content (TV is a form of distribution but we think of it as a form of content) - or, as per your reference to McLuhan, "the medium was the message". The social media revolution is all about the liberation of content from its means ...”

May 21st, 2012 by RichardStacy

“Alternatively, and this is what I believe, GM is simply not very good at Social. The easiest way out of that situation might well be to blame the tools, rather than the craftman. From what I've been observing, GM has been using Facebook, and especially their brand pages, as little more than a glorified megaphone. ”

May 19th, 2012 by Andreas Duess

“Nick, an interesting article, not least because it does predict a direction in developments regarding Facebook and BING which the industry has been hearing rumours about for some time now. Quite accurately, you analyze the impact G+ has had on search rankings and indexing. It has changed the ...”

May 16th, 2012 by David Amerland

“Well said..”

May 14th, 2012 by DWilliamJones

“Great Article! One of my big pet-peeves is businesses using a personal ...”

May 14th, 2012 by KP_Kelly

“Agreed! Thanks for your comments!”

May 17th, 2012 by Nick R

“well, while your points are mostly on point, there aren't 10 but more like 5 or ...”

May 14th, 2012 by Andrew Maher ServicePlease

“Well said. Everyone seems to be an expert these days. Choose who you do ...”

May 14th, 2012 by untouched

“Love your comments and statements! Fully agree. There are a lot of cowboys out ...”

May 16th, 2012 by Mic Adam

“Wow, that's really cool! In fact, I am a 'Social Media Strategist' also. But ...”

May 14th, 2012 by Luk Balcer

“Agreed! It is boring, isn't it? I think it is a love it or hate it kind of ...”

May 18th, 2012 by Nick R

“Absolutely right! Google in general can "harvest" as you said, an unbeliebable ...”

May 16th, 2012 by Nick R

“Thanks KylaK. I think that both #IN and #LI will send tweets to your LinkedIn profile, if what I read is correct. Do yuo have a handy link to setting this up?”

May 23rd, 2012 by emoderation

“thanks for the effort! info very usefull.”

May 23rd, 2012 by Dhiraj Bose

“GR8 - great! Didn't see it there”

May 23rd, 2012 by Hotpepperchick

“An abbreviation I saw recently - MSM = MainStreamMedia as in Print, Television ...”

May 23rd, 2012 by david johnston

“Nice post.”

May 23rd, 2012 by Bizworld6

“I want to know what is the right way to post my business on facebook?”

May 22nd, 2012 by Restart Your Life

“NFI - No Further Information or Not F---ing Interested”

May 22nd, 2012 by Adrian Evans

“Thanks Carole. Turns out the issue I was having re 'About' info not appearing ...”

May 22nd, 2012 by davedwyervideo

“Jeff I could not more than agree with you! Facebook has become confusing ...”

May 22nd, 2012 by Bruno Pierre Gebarski

“Hi @davedwyervideo! Thanks for your comment and sorry for the delayed response! ...”

May 22nd, 2012 by Carole

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