The blog linked below is from the guys at Sales for Life and details some research into why social selling can be a disaster. They talk about metrics and training and management buy in and other problems but I think the biggest reason social selling programs fail is actually something different.
Think about a group of single friends in the pub, there is always one who knows exactly what to say to engage strangers, a couple that are hit and miss, one who is an absolute walking disaster area but so thick skinned it doesn't matter and of course one who breaks out in a sweat if anyone of the opposite sex comes near.
Social selling is the same - it's clever and nuanced and not everyone can do it. You can provide the training, buy-in from the board and reinforcement but as they say, you can't polish a turd! Some people are naturals at engaging with strangers on social, others can't and others just don't want to.
We’ve been fortunate to speak with over 1000 organizations worldwide who have kick-started their own internal, homegrown social selling programs. These variables below are commonly cited as core reasons for programs to go sideways and/or fail completely.