Study: Most Top Consumer Brands Still Not “Getting” Facebook

 


38 out of 48 Companies Still Have Company-Only or Company-Filtered Walls; 27 out of 48 Companies Did Not Respond to a Single Customer Reply; 94 Percent of Companies Land Visitors on a One-Way Communication Page

Though social media is universally pegged as a high priority for 2012, companies still aren’t listening to or communicating with consumers, suggests the latest A.T. Kearney Social Media Study, an investigation into the social media practices of Interbrand’s Top 50 Brands for 2011. Forty-eight of the Top 50 brands have a Facebook profile page, but activity levels vary drastically among them, and year-over-year comparisons show a continued reluctance on the part of most top-brand companies to embrace social media as a valuable part of customer outreach. At the same time, online messages from consumers have grown to a staggering quantity, indicating social media’s increasingly important role as a communications tool. One of the study’s key takeaways was that, for some companies, it may be better not to be present at all on Facebook than to project an uncommunicative or irrelevant picture of their brand.

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eBay Named Top Social Media Brand

Social Media Reputation (SMR) Index Ranks 50 top brands on social media

A new study from London-based Alterian has ranked the 50 top global brands using social media and they name eBay as number one. The online auction and shopping website beat Apple (2nd), Google (3rd), Blackberry (4th) and Amazon (5th). According to the new research, eBay took the top slot due to the company’s long standing engagement with their customers through forums, which were introduced in the late 1990s, corporate blogging, Twitter and Facebook. Quick to adapt to new social media offerings, eBay has adopted Facebook’s Open Graph so customers can split the cost of a gift and pay for their share via Paypal. The company also takes a social approach to internal communications, featuring blogs, forums and discussions boards on the company intranet.
 
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