A study of Facebook user response to more than 100,000 Facebook posts by companies and organizations reveal that in social media marketing, emotions engage customers, product information increases leads, and adding to the tsunami of holiday messages has no impact whatsoever.
Social media channels have enabled organizations such as Dell, Starbucks, and NASA to successfully reach out to external contributors to collect suggestions, which have in turn stimulated innovation. This research, however, shows that most initiatives to source external contributions fail and that organizations seeking external ideas need to proceed with care and establish proactive processes to avoid potential pitfalls.
