Only 25 per cent of UK retailers with a Twitter account respond to queries put forward on their Twitter account by customers, recent figures indicate, news that might prompt some companies to reconsider their online PR with regards to social media.

The Auros Are you Serious about Social? study found that 20 out of 25 vendors in the UK have set up a Twitter account, reports Econsultancy.

However, three-quarters of these failed to answer a direct question, while 20 per cent responded to negative comments.

Firms hoping to improve their online PR might benefit from the ability to answer questions quickly through Twitter.

According to the report, the average response time by firms that did reply was just 94 minutes, which is significantly lower than the ten-hour average for email queries.

This comes after Debbie Turner said in an article for Online Social Media that companies using Facebook need to regularly update and monitor what is posted on their page.

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