Some interesting research from New Media Age today on how top brands are using social media. Unsurprisingly, most are well plugged in, with a presence on Facebook, Twitter and YouTube.  But the survey also showed up a big inconsistency in their approach.

Although 44% have a sharing facility, relatively few incorporate social media links in their site, with a mere 15% displaying Facebook and Twitter buttons. That suggests a limited understanding of how to harness these platforms. The traffic is mainly one way: far more people are following the brands than are being followed by them.

The implication is that brands see social media as a way to attract large audiences to their sites, but are less savvy about its benefits for promoting a two-way dialogue.

Details here.