Engagement on the Facebook walls of leading brands is down 22%. Brands aren’t playing for the long term.

Engagement is the crown jewel of a community marketer. It’s always talked about and drives the relevance and power of the platform. We reviewed public engagement data for 300 of the top brands on Facebook over a one-year period starting in July 2010. The results show a clear decline in average engagement.

How to entertain on Facebook. Source: Syncapse

Many are likely to blame Facebook, but it’s more likely that marketers themselves have led to this decline.

To read the complete article from “Four Things Mark Zuckerberg Should Tell Every CMO” The Biggest Mistakes Marketers Make on Facebook By: Michael Scissons Published: August 18, 2011