Brand engagement in social media

I just saw this new report from eMarketer about the presence of brands in social media and what consumers expect from them. Of note is that 34% of people think brands should engage and interact regularly, 51% think brands should engage, but only intereract when requested. Only 7% thought brands had no place in the social media landscape.

I think this does not take a number of things into account including the value-add to the community, the quality of the offering and the level of participation (being a member of the community vs. just being there).

What do you think about these numbers? Are they low/high in your opinion?

[UPDATE:] See a similar study conducted by Cone (disclaimer: Cone is also part of Omnicom Group).

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