After tentatively exploring social media as a marketing tool for the
past year or two, companies and agencies seem to be jumping in with
both feet more recently, whether it’s Facebook or Twitter, Foursquare or
Gowalla, Groupon or Scavengr. But many are suffering from “bright shiny
object” syndrome, according to Adam Kmiec of Marc USA,
a marketing and communications agency. As a result, he says, about half
these attempts to jump on the social-media bandwagon are likely to
fail, and for many of the same reasons.