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Brands think they’re doing well with social media, but the data say otherwise. How good is your social engagement with customers? Read our report to find out.

The urgency for engaging customers in a way that meets their expectations – across social channels, including online communities -- is growing. Brands are investing heavily in social, with $16 billion predicted by Forrester to be spent by US marketers alone in 2016.

With so much at stake, we wanted to find out if brands are keeping pace with their customers’ expectations. Who’s doing it best? What areas are most challenging? Where should brands be focusing their attention?

We commissioned independent research firm ComBlu to investigate. Combining hard numbers with human analysis, the State of Social looks at eight industries and 85 Fortune 1000 companies to determine how strategic and effective brands are across their social ecosystems.

The results are in. What is worrying is this:

  • 95% of brands’ social strategies are stuck in antiquated “broadcast” mode
  • Only 6% of brands are using storytelling effectively, with the remainder relying on “random” one-off posts
  • Less than 2% of brands consistently respond to their followers’ posts across social channels
  • Less than 40% of brands ever ask questions of their followers or engage with follower content

Where do you stack up against your competitors and industry?

Download the paper to find out.

"96% of brands are not tapping influencers across channels."

- Comblu

The Pulse of Branded Social Engagement

Explore the key findings of the study, including:

  • Community Management

    Brands primarily still use their social ecosystem to broadcast and push content. Few exercise best practices such as recognizing contributors, answering questions, replying to service issues or asking for feedback or opinions. Learn what brands are doing it right and how in this report.

  • Storytelling

    Most brands did a great job of posting beautiful visual content that reflected the brand essence, but only 6% told a deeper story through sequential posts. This is an emerging best practice for telling stories on channels where small “bites” of content are de rigeur.

  • Influencer Collaboration

    Very few brands did a good job of influencer collaboration, but content that did produce high volumes of views and likes featured the influencer using the product in a way that would resonate with their audience. Learn more in the report.

The retail industry averaged 61% of possible points in the report, with pharma averaging just 44%.