Companies still failing to embrace Twitter

Twitter is expected to reach its 10 billionth tweet this Friday

New research from Virgin Media Business has concluded that companies are still failing to exploit the business benefits of Twitter.

The company said that, despite over half of FTSE 100 companies having signed up to the micro-blogging service, just 16 are using it on a regular basis to interact with customers.

Virgin Media Business said that 20 per cent of the 50 million tweets made every day contain a reference to a product or brand, and advised enterprises that they are 'missing out' by not taking advantage of this opportunity.

"We have seen Twitter use skyrocket recently, and some five billion tweets have been posted since October alone," said Phil Stewart, director of customer service at Virgin Media Business.

"With so many people sharing their thoughts online, it's no surprise that many are talking about companies. Clearly this presents an excellent opportunity to engage with customers, but many are missing out."

Twitter is expected to reach its 10 billionth tweet this Friday, and Virgin Media Business said that companies should contribute to making this number even higher.

Stewart warned that the three quarters of organisations not posting anything on Twitter are wasting the opportunity to connect with customers in a way that suits them best.

"Creating a Twitter account and leaving it dormant, or not responding to tweets by your customers, is no better than opening a contact centre and not picking up the phone. In fact it is worse as this lack of interaction can be viewed by millions," he said.

"Companies should respond to customer enquiries and take part in conversations about their brand or industry transparently. It might take a few minutes each day, but could be time well spent if it helps to strengthen relationships with customers, build links with prospects and take part in the dialogue that is shaping attitudes and responses towards your business."