Big Brands Not Making Most Of Facebook

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 2/24/11

The vast majority of top brands are on Facebook — but they aren’t doing enough to engage consumers through the site, suggests a new study by agency WongDoody. Of the top 100 brands as determined by Interbrand’s Best Global Brands 2010 rankings, 84 have dedicated Facebook pages, with an average of 1.8 million fans.

From these pages, the agency analyzed 60,276 wall posts, 12,872 comments, and 119,404 “Likes” to see how companies are using the social network boasting 600 million users worldwide.

On the plus side, most brand pages offer new content nearly every day and actively solicit fan comments (82%) and respond to consumer questions (82%). Posting video is especially popular, with almost nine out of 10 marketers putting up mainly television spots or other repurposed material. But there isn’t much original video tailored to a company’s Facebook presence.

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