Almost one-third of brands using Twitter are ignored by consumers, research has indicated.
Carried out by online PR specialist immediate future, the study suggested that many companies using the micro-blogging tool are having little impact on their intended audience.
The Truth about Twitter survey monitored how often information sent out by a brand was forwarded, or "retweeted" by its followers.
According to immediate future, a third of those monitored received no "retweets" at all.
Managing director of immediate future Katy Howell said that brands should not focus on how many followers they have, but instead on the level of audience engagement.
"The best brands attract followers by having something interesting to say and engaging their audience in a genuine conversation," she added.
Ms Howell’s comments come as research reveals that many marketers are still favouring more traditional channels of communication.
Conducted by Emailvision, the study found that only three per cent of marketers are currently looking into using Twitter and other blogging services.
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