Top Brands Are Ignoring Facebook Fans
Top brands aren't responding to the writing on the wall. At least, they aren’t responding to the writing on their Facebook wall. According to new research by consulting firm AT Kearney, 56 percent of the world's top 50 brands did not respond to a single comment on their Facebook page in 2011, which was the same number as the 2010 total.
Furthermore, of the top 50 brands on Facebook, 94 percent had pages that directed users to one-way communication pages, such as a tab or closed Facebook wall, according to the eMarketer report. These pages, therefore, do not allow Facebook fans to initiate a conversation with brands. In the past year, the number of top 50 brands using one-way communication pages increased three percent.
The lack of conversation may mean that businesses are missing out on a large opportunity since, according to the research, 69 percent of consumer actions on Facebook pages came as a result of posts from the brand that did not promote or push a product. Meaning people responded most to brands who did not simply try to sell them something. Despite that response rate, just 13 percent of posts by companies were personalized, while 61 percent of postings were promotional. Those promotional postings drove just 11 percent of consumer action.