Study: Companies lag in Facebook communications

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New York—Though marketers view social media as a high priority, most top brands are not adequately communicating with customers and prospects, according to a new study from management consulting company A.T. Kearney Inc. According to Kearney's “Social Media Study,” that reviewed Facebook interactions for 48 of Interbrand's top brands for 2011, almost all landed visitors on a one-way communication page—65% on a company-created tab and 29% on a company-only wall. In addition, 38 permitted only company posts on their Facebook walls, and 27 did not respond to a single customer reply. (Kearney's study was based on an analysis of 2,647 posts, shared 235,217 times.)
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