Personal care keen to shore up earned media

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In the personal care segment, most of the social media buzz is on brand-owned channels. In other words, the buzz requires push from the brand. Most of the brands are not yet very high on earned media but have stepped up efforts to spur conversations.

Seventy-seven per cent engage with their audience on Facebook. HUL's Dove had the highest fans on Facebook and P&G's Gillette is the most followed brand on Twitter.