25% of top brands still use Twitter for broadcasting rather than engagement

It’s no secret that to get the most out of social brands need to be willing to respond to other users, rather than just using it to push out dull marketing messages.

However a new report from Brandwatch shows that a quarter of the world’s major brands are still using Twitter as a broadcast channel rather than bothering to actively engage with consumers.

It could be a resource issue or simply that these companies don’t see any value in using Twitter to communicate with their customers, however brands like ASOS and Nike have shown the customer service value that can be derived from social media.