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New Survey Finds Top Marketers Not Using Facebook’s Full Potential

LOS ANGELES Feb. 22, 2011 WONGDOODY WONGDOODY Facebook Global Best Practices Study

Interbrand’s Best Global Brands

Most brand pages offered new content or comments nearly every day (average of 24 posts per month) and actively responded to consumer questions (66 percent). They also actively solicited fan comments (82 percent). Additionally, many posted branded video content (not user generated) to their pages (88 percent). However, the study noted a gap in original content created specifically for Facebook. Much of what brand marketers are electing to use is video content that has been repurposed from other sources, such as posting the newest product advertisements.

One of the key findings is that many companies are still cautious about how much they allow fans to participate and are limiting engagement with only 39 percent soliciting photo submissions, 33 percent promoting contests, 39 percent posting polls and quizzes for fun, and an additional 32 percent posting surveys to gain consumer feedback.

Ben Wiener

The 84 official Facebook pages boasted an average of 1.8 million fans. In a single month, fans contributed on average 857 fan posts to each corporate wall, and each corporate wall post averaged 1,456 Likes and 157 comments.

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