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21
March
2012

Top Brands Fail To Leverage Facebook

Top Brands in the world can't hack it in Social Media. Lessons we can all take a way.

A new study of corporate use of social media shows some of the world’s leading companies aren’t communicating effectively with consumers through tools like Facebook, suggesting a missed opportunity in customer outreach. “The majority of companies we looked at are not moving toward a more interactive use of social media, even as their customers are becoming clearer about their expectation to interact with their brands,” said Jim Singer, a partner at firm A.T. Kearney, which published the study. “It was clear that most brands are lagging in their social media conversations and interactions.” 

According to A.T. Kearney – which evaluated 50 top brands – 94% of companies land visitors on a one-way communication page. Additionally, the majority of leading companies with a Facebook page have either filtered or restricted their walls to display company-only posts. Twenty-seven out of 48 companies did not respond to a single customer reply, and only four companies – Toyota, GE, American Express and Citi – responded to more than 25% of consumer postings.

“Although on the whole, today’s consumers are satisfied or even surprised to receive a direct reply from a company, tomorrow’s consumers will have much higher expectations,” said Christina Heggie, an A.T. Kearney analyst.

Further data shows companies aren’t creating close to as many personal posts (13% in total) as they are promotional and external posts (61%). Researchers say personal social connections can have a significant influence on brand loyalty.

“Getting consumers to put themselves on the line invests them in a brand; whether they ‘like’ it or hate it, they are committing to an opinion,” said Singer.“That’s what companies need to sit up and take notice of, though it seems that all too often, they don’t.”

Categories: Social Media

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