Australia’s top brands are failing at social networking

Many of Australia’s top 20 brands are bungling their approach to social media, according to a survey by Burson Marsteller. “Burson Marsteller director Daniel Young said a clear pattern had emerged among brands that had not understood the importance of being fully prepared before launching a social media strategy,” The Australian ’s Simon Canning wrote. “Using Interbrand’s measure of Australia’s top brands, the research shows 40 percent of the top 20 brands had a Twitter account, b…