Charting the Industry: Top 100 Brands Fumble on Facebook

A study released last month by WongDoody finds some untapped opportunities for organizations to do more communication through Facebook. The marketing agency tracked the Facebook activities of Interbrand’s top 100 brands. While most have a Facebook listing, only 84 actually have a corporate-run page. And the companies seem cautious about how much they allow fans to participate and are limiting engagement, with 39% soliciting photo submissions; 33% promoting contests; 39% posting polls and quizzes for fun; and 32% posting surveys to gain consumer feedback. In the wake of the announcement that PR News is holding its first Facebook Conference, set for May 24 in New York City, we decided to ask three conference presenters to weigh in on the study, but more importantly, to impart how they are maximizing their own organizations’ (and their clients’) Facebook communications for maximum returns.

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