While brands are reaching more and more consumers via their Facebook pages, companies are not realizing the full potential of engaging and interacting with these brand fans.

In December 2011, consulting firm A.T. Kearney analyzed the conversations happening on Facebook between 50 of the world’s top brands and their fans, comparing their interactions to those in December 2010.

The study found that in 2011, 94% of the 50 top brands’ Facebook pages directed users to a one-way communication page, such as a tab or a closed Facebook wall that didn’t allow consumers to initiate a conversation. This was up from 91% of the top 50 brands’ pages in 2010. Additionally, 56% of those brands did not respond to a single customer comment on their Facebook page in 2011; the same percentage of nonresponses as in 2010.

via Are Brands Ignoring Facebook’s Interactive Potential? – eMarketer.