News Brief

Which Brands Are Coming Up Short On Facebook?

While a Facebook fan page has become almost as de rigeur for many brands as having a Web site, that doesn't mean they're making the most of them. In the newly released "Best & Worst of Facebook Marketing Report 2009," the blog Inside Facebook identifies 30 brands and organizations that haven't lived up to their full potential on Facebook. (You know who you are!)

Among those that should be drawing more users to their Facebook pages are the Army National Guard (7,043), Dell (31, 311), Dr. Phil (29,002), Geico (4,869), Staples (7,885) and The Wall Street Journal (15,179). Doesn't the Army know there are lots of young folks on Facebook?

Anyway, compare those anemic totals to the millions of fans attracted to the top brands on Facebook including Barack Obama (6.4 million), Vin Diesel (4.7 million), "Dr. House" (4.3 million), Facebook (3.5 million) and Will Smith (3.5 million). That means major brands including Ford, Gillette and Sheraton Hotels & Resorts have something to learn about marketing from a B-movie star.

But Inside Facebook recommends the underachieving brands (and others) simply buy its new report for $149 instead. --Mark Walsh

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