One of the advantages of using social media as a tool is the availability of gaining new consumers and providing a betters service, also one can generate more engagement. But why would big companies like Disney don’t allow consumers to participate in their page? Jim Singer did a study reporting that companies as Disney, McDonalds and Sony only allow post mostly created by them.

So the system has change now we open the door to these companies and they have to gives us a reason to keep them in our homes, for first time marketers have to engage us instead of talking at us. But the main reasons why these companies are so afraid of engaging are the following: first one can lose control of what it is being said about you; more than one third of the comments collected would harm the company reputation. About 27% of the posts were spams and 8% were real complaints. People with gripes about a company can post in their official portal, the problem is that not only they are listening but their whole fans are.

However another main reason of this close engagement is that most marketers don’t know how to create something to talk about, make the conversation flow, 20 of 50 companies have 4:1 company to consumer ration of posts. 71% of the companies were promotional and only 5% were to create conversation.

However not everything is lost one can create conversation by using nostalgia, product discussion and common causes. As Fox News is doing it,, which had 17.6 million interaction with brand posts last year. How it does is through breaking news, videos and exclusive interviews posting them on twitter, facebook and YouTube, keeping their fans wanting for more.

For me my best company on engagement would be Bud light they are lovers of contest, and they are really good on getting the word out. They had 23 million responses from consumers to brand initiated posts, but mainly on Instagram I find it cool the pictures posted by the other consumers.