Some perspective and insights on why the initiatives of about 50 of the largest brands in Europe may have been deemed unsuccessful.

Brand Science Institute, a German think thank specializing in brand management, conducted a study on corporate social media projects during the past 7 months. The research sought to understand why (most) social media projects appear to not meet the expectations for success that were initially anticipated of them. BSI included 560+ marketers in its analysis, representing 52 brands from some of the largest companies across 12 European countries.

While BSI’s end results and observations are recapped in this presentation; we’ve culled some of the key findings below.

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