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One of the biggest downfalls is that brands often rush into the online and social media space without fully thinking it through or tying to incorporate it into their other marketing activities.

Social media plays a pinnacle role in terms of helping companies get into their consumer’s mindset, understand how they want to be communicated with and actively engage with them.But not everybody is getting it right. There are a number of brands constantly making mistakes in the space and paying the price for it.

Newly released figures from Scanbuy show that during a six-week period this summer consumers who bought a large drink or meal at Taco Bell scanned a two-dimensional bar code on the items 427,994 times, making the Taco Bell/MTV promotion the biggest single campaign this year for Scanbuy Inc.