I think that we can all relate to the fact that there is a Facebook craze going on with our clients right now. The link below refers to new research from Gartner coming out next week that highlights the failure rate for social media campaigns by Fortune 1000 companies.
http://news.cnet.com/8301-13577_3-10058509-36.html
If you haven't seen the main goals of social media campaigns which Ali Little has been presenting within the Wave 3 decks, please ask him for them. The article touches on the need for a 'mutual purpose' where the community is benefitting from the marketing activity as well as the client. This is part of the overall list which we have been presenting and a simple requirement that is often overlooked.
Please check with Gartner to get this research when it is released and use it as fodder for properly guiding your clients' budgets.
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