A survey of 50 of the top retail brands reveals that only 29% of those using Twitter respond to customer tweets, suggesting they are inconsistently working social media into an overarching marketing strategy. Those retailers have adopted Twitter in high numbers -- 90%, compared with 60% on Pinterest and 42% on Instagram -- but the customer-response rate is higher on the other networks, according to the Acquity survey. "The important takeaway for brands is to avoid haphazard or sporadic use of social media," says Jay Dettling, executive vice president at Acquity.

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