Social media channels such as Youtube, Twitter and Facebook have been responsible for big changes in business communications. However, a study from IBM found that marketers still struggle to harness social media. While nearly 25% of social media campaigns succeed, what are the factors and elements that plunge the vast majority of campaigns into doom? Social media channels such as Youtube, Twitter and Facebook have been responsible for big changes in business communications. However, a study from IBM found that marketers still struggle to harness social media. While nearly 25% of social media campaigns succeed, what are the factors and elements that plunge the vast majority of campaigns into doom?