The UK's top tech companies are failing to engage with customers through social media, despite 90% having a presence on more than one social network site.
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Three-quarters of the 2009 Deloitte Fast Tech 50 companies admitted they did not reply to Facebook comments, and 43% said they never replied to a Tweet.
The research from marketing company Wildfire also found that 60% of businesses with a Facebook page used it purely as a distribution channel, and 57% who had a Twitter account only carried out one-way marketing activities.
Debby Penton, managing director at Wildfire, said, "Social media marketing is not some black art requiring vast experience or knowledge. The majority of us use social networks on a regular basis to chat with friends or network with colleagues. It is therefore surprising to find that so many technology companies are using it to simply 'push' marketing or corporate messages."
Twitter was the most popular network used (74%), followed by Linkedin (72%) and then Facebook (20%). Almost half (48%) had a blog.
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