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RESEARCH NEWS: Technology brands don't have social skills for social media

UK technology companies are ignoring social media '€˜rules' and pushing their messages and services onto customers without interacting with them according to a benchmark study.

PR company Wildfire revealed 90 per cent of technology companies have a presence on at least two social networks but they are not interacting with '€˜followers' or '˜friends'.

Twitter was the most popular network with 74 per cent of brands using it but 43 per cent had never replied to a single tweet. 60 per cent of companies with a Facebook page admitted they used it purely as a distribution channel.

The study also revealed most technology companies are failing to integrate social media with their online marketing strategy as only 34 per cent had a link to their social networking accounts from their website.

Debby Penton, MD at Wildfire said: "To be truly effective, social media requires a different mindset entirely to traditional '€˜push marketing' and our research demonstrates that brands haven't factored this into their thinking when using social media. With correct foresight and planning, social media can be a wonderfully effective and cost efficient way of developing relationships with end users and achieving bottom line returns."

The study was based on the analysis of the 2009 Deloitte Fast Tech 50.