54% Of Top 50 Brands On Facebook Don’t Engage With Fans [Study]

In an area where interaction is touted as most important, a new study found that 54 percent of the top 50 brands on Facebook don’t interact with their fans. The study, done by Jim Singer, a partner at A.T. Kearny, analyzed the top 50 global brands as put together by Interbrand.

Out of 50, 27 were found to not reply directly to fans. These findings are pretty alarming, though not too surprising. Being a large, global brand, it’s far easier to gain a large audience and if thousands of people are liking or commenting on your updates every day, engaging directly doesn’t seem as important.

Figuring out why this number is so high, most brands appear to be concerned with losing control over branding and messaging on Facebook. After all, 27 percent of all posts surveyed were spam and 8 percent contained complaints.

Most companies simply don’t know how to create interesting discussions. 40 percent were found to have a 4:1 ratio of their posts compared to fan posts. An excessive 71 percent of posts were promotional and just five percent were more conversational.

With Facebook being a great way to build a targeted audience, this study makes one thing very clear: Brands still perceive social media as yet another marketing platform and not a way to interact directly with their fans.

Mike Stenger

Lover of technology, Mike often makes jokes that nobody laughs at.


Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.