Big Brands Are Missing the 'Social' in Social Media

Virgin Group founder Sir Richard Branson lifts a Virgin America teammate on the red carpet during the celebration of a new nonstop service from Los Angeles International to Las Vegas McCarran airports Photograph by Bob Riha, Jr./Virgin America via Getty Images

A recent report from Forrester Research found that a third of U.S. marketers surveyed were dissatisfied with their social marketing results. Meanwhile, only 38 percent of those surveyed targeted their fans on social networks, and just 38 percent targeted friends of fans.

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