Brands in social “disconnect”


NEW YORK: A large majority of brand owners are suffering from a profound “disconnect” between their aspirations and actual performance on social media, a new study has found.

Weber Shandwick, the PR firm, and Forbes Insights, a unit of the business publisher,polled 1,897 senior executives representing high-revenue companies, with their panel based in 50 countries worldwide.

In all, participants believed social channels were responsible for shaping 52% of brand reputation at present, up from 44% last year.

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