Facebook brand engagement is down 22%, study finds

08/19/2011 | Advertising Age (tiered subscription model)

Consumers are engaging with brands on Facebook at rates 22% lower than they were a year ago, suggesting that many marketers are failing to generate long-term relationships with their followers, according to a Syncapse report. To reverse that trend, brands should focus on regional rather than global campaigns, and on limiting their outreach to leave fans wanting more, Syncapse CEO Michael Scissons writes. "When talking to your fans, more talk is not better. ... If you have nothing interesting to say, don't say anything," Scissons writes.

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