What I see for many social media campaigns is unrealistic expectations towards consumer contributed content. It appears that many establish their campaigns around having lots of consumers upload, comment, rate or do some other activity. When in fact research holds true that, in general, people are not that participatory unless pushed. The chart below of a recent study reinforces that only about 9% of consumers contribute as much of 80% of the content and the rest tend to watch.
Social media is able to create impressive amount of consumer interest. However, people will be people and setting expectations realistically will help both consumers and business achieve a more satisfying experience.