Companies that use social media sites such as Facebook as part of their internet marketing services strategy must be sure that they interact with their customers in order for it to be successful.

Research carried out by Econsultancy that looked at the Facebook pages maintained by brands revealed only about five per cent responded to questions asked by their fans.

Around one in five brands had also manually closed their pages to user comments.

The site's Jan Rezab observed that while social media marketing should be about developing a dialogue between companies and consumers, many firms are still using the platform to create a monologue.

Mr Rezab emphasised the importance of interacting with customer feedback, saying: "I know it will take more time and I know it will be more difficult to coordinate across multiple departments, but the result will definitely be worth it."

According to a recent survey conducted by Auros, this failure to respond to customer queries is not limited to Facebook, as three-quarters of brands with Twitter accounts do not answer questions from their followers.

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