Only quarter of retailers using Twitter

When it comes to social media marketing, UK retailers may be missing out, with new research revealing only a quarter of them are on Twitter.

According to dotCommerce's E-commerce Social Media Report, while 26 per cent have a Twitter account, only 24 per cent have a Facebook page.

Furthermore, those which have such a social media marketing tool may not be using them to the best effect, the study revealed.

Graham Charlton, in a post for the eConsultancy blog, explains of the retailers on Twitter, just 23 per cent linked to the account from their website.

Furthermore, such firms had a typical 348 followers, while they followed 90 other users themselves and had Tweeted an average of 129 times.

However, Mr Charlton notes there are examples of retailers using social media marketing effectively, such as those which encouraged chat, rather than simply using the site for sales purposes.

According to Patricio Robles, in a post for the same blog, BBC news editors have been encouraged to use Twitter to engage through social media, but said that expecting journalists to be expected to "aggregate and curate content" through such sites as a mandate because it was "trendy" was "misguided".

Contact the experts at home james for Social Media services.