Brands are terrible at Facebook engagement, study indicates

03/1/2012 | eMarketer

Brands have a long way to go when it comes to using Facebook to engage their fans, according to an A.T. Kearney study, with about 19 out of 20 brands using the site chiefly to broadcast information rather than to start conversations. More than half of the brands studied failed to respond to any fan-generated Facebook comments during 2011, researchers found.

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