CorpComms Magazine

British retailers are ignoring their customers on social networking sites, according to a study by Internet consultancy company Auros.

While companies responded on average more than eight hours faster via Twitter than by email, only a quarter of the retailers answered questions from the public on the microblogging site, according to the survey of 25 top retailers.

The report measured the level of response to customers from individual retailers on all social media platforms, with the maximum score of 100.

The results were remarkably low and averaged at just ten out of 100. The highest scoring was holiday shop Thomas Cook with just one third of the marks available.

Auros found that the companies are increasingly present on social networking sites, and more than seven out of ten are on Facebook. Yet 50 per cent do not respond to questions, while the 80 per cent with Twitter accounts respond to just a quarter of the questions asked.

The research shows that the majority use social media platforms to further advertise their company, rather than to interact closely with consumers.

Dominic Mills, managing director of Auros, said: 'It is clear that retailers see the benefit of being active on social networks, but too many are simply ignoring the fact that you have to be social and engage with users on these channels.'

Those who interacted online were found to be providing a good service and those that use these social channels to get closer to current and potential customers will brand advocacy and generate more bottom line revenue, explained Mills.

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