PARIS: Many major advertisers in France are failing to maximise the opportunities to connect with their target audience offered by Facebook.
Performics, the digital agency, reported that 15 million French internet users have joined the world's biggest social network, spending an average of over three hours a month using this service.
Based on an assessment of 50 of the biggest online advertisers in the country, the study found that 92% had established a presence on this site, but most were visibly "conservative" in their approach.
More specifically, 70% of these companies had built a brand page on Facebook, while the others, such as the automaker Peugeot, were represented by profiles created by brand enthusiasts.
Some 80% of the official corporate accounts on the Web 2.0 portal have registered less than 10,000 followers to date, according to Performics.
While multinational firms have an obvious advantage in this area, it was also argued that other factors have a key role to play.
For example, more than half the brand pages boasting more than 20,000 fans uploaded new information to Facebook every day.
Overall, 50% of brands posted news, special offers and other similar content at least once a week, while 12% did so on a quarterly basis and 6% "never" added this kind of material.
Louis Vuitton, the luxury goods giant, was by far the most popular French brand on Facebook, having signed up over a million fans to its profile, called "The Art of Travel".
Data sourced from Le Figaro; additional content by Warc staff