Brands are beginning to ask why pay for engagement on Facebook when they get it for free on other networks, according to eBench's founder.Matthew Burns. Coca-Cola is becoming a Twitter leader,
accumulating a quarter of followers and mentions among non-alcoholic brands. Red Bull dominates that category on YouTube and Facebook-owned Instagram. Burberry has scored more than twice the
engagement on Instagram as it did on Facebook despite having seven times fewer fans.
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