1) Lack of a differentiated product. No matter how much you want to socially market your company’s whole wheat flour (as an example…) people are not going to see it as something that they should be talking about. A new logo or packaging idea might make it into niche groups that discuss those sort of things, but in the end the money you put into a social campaign like this will not have the return that you can get in other mediums.

2) Social marketing is out of control. What I mean by this is the client has no control over the message that will be spread. No matter how much you try to promote a positive brand message, the chances that someone will come in and start spinning your message negatively is very high. If this new negative message is spread, it is all over. You would be surprised how easily this happens.

3) The “one hit wonder.” Cheryl, you mentioned products such as Topsy Tails and the Pocket Fisherman that are now sitting out on the garage sale table. Making a quick buck is great for some people, but there is nothing sustainable about a business that can only perform if they rely on products becoming a new fad. Granted there are excepts such as the ipod, but even then Apple has differentiated their product line to cover as much ground as they can in preparation for a time when those white earbuds fall out of style. It is our job as advertisers to steer our clients towards sustainable business practices, as it will benefit both parties in the long run.

These are just a few of the top reasons why social marketing may not be for everyone. There are many other things to consider as well, so saying “I want people to blog about me!” isn’t as simple of a decision as you’d think.