Facebook marketing campaigns for small businesses must evolve as the platform does.

The latest Social Media Study from consultancy firm A.T. Kearney found that businesses using social media marketing are struggling to consistently populate their accounts with engaging content, despite increased attempts to contact businesses by consumers and other followers or fans on their social accounts.

Ninety-four percent of businesses included in the poll have Facebook pages for their companies that are essentially one-way channels where the business posts content and deactivates user engagement. While businesses can use the comments and feedback to inform marketing and operational decisions, failing to interact and respond wastes opportunities to engage and convert fans. Social correspondence with prospects or existing clients improves a business’ image.

For small business owners – especially those looking to build new business – social media marketing should be about more than just advertising new offers or products.

“The majority of companies we looked at are not moving toward a more interactive use of social media, even as their customers are becoming clearer about their expectation to interact with (them),” Jim Singer, partner in A.T. Kearney’s Consumer and Retail Industries practice, said in a release.

Social media marketing can be useful for businesses that want to build trust in their companies in the face of negative feedback. ContentLEAD recently reported that 29 percent of respondents to a survey said they would turn to a business’ various social accounts if and when they came across a negative review on the web.