Mr Richardson said brands with close to no fans or those that don't regularly engage are of most concern, as this could introduce legal risks.
"They've been exposed in the page, they now have the legal, editorial responsibility, but clearly the page isn't being managed. They need to either do it properly or not do it at all," he said.
Meanwhile, the research showed a wide breadth of brands across multiple industry sectors that had a strong Facebook presence, including the likes of Gold Coast-based fun park Dreamworld, cable television provider Foxtel, supermarket giants, retail, banking and aviation.
"Social media does well where there's passion. If your brand doesn't have a lot of passion, you need to find a different strategy for utilisation, but what you probably firstly need to be doing is monitoring instead creating," Mr Richardson said.
His advice for companies wanting more fans and engagement was to pay attention to what's resonating and keep an eye on competitors here and abroad for ideas.
"Brands should avoid generic posts such as 'it's Friday, what are you doing this weekend?'," he added. "It doesn't really bring much value to the audience. Make sure your posts are relevant to your brand and persona."
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