Big name brands are ignoring conversations on Twitter in favour of broadcasting corporate messages, new research...
The majority of organisations are using the site to push news and other corporate content with a formal tone of voice.
An analysis of brands by PR company immediate future showed few engage in discussions, although those that do get more followers and more re-tweets.
Ford and Starbucks are two big names that do use the site well, talking about things that interest their communities instead of being introverted, the PR company said.
Katy Howell, managing director at immediate future said, ""Unless you broadcast really useful tweets such as news and information, you are likely to be perceived as the self-centred, crashing bore.
""The analysis shows it's those organisations that participate in the community who gain the most - more followers, more recommendations, more participation and ultimately, a greater and more vocal advocacy."
The company has published a white paper on best practice for corporations on Twitter, analysing the activities of companies from Dell to retailers like Whole Food Markets.