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Top Tech Firms Fail to Make Most Out Of Social Media

The UK's top tech companies are failing to engage with customers through social media, despite 90 per cent having a presence on more than one social network site.

Three-quarters of the 2009 Deloitte Fast Tech 50 companies owned up to failing to reply to Facebook comments, and 43 per cent of the companies said they never replied on twitter.

The study was conducted by marketing company Wildfire, who also found that 60 per cent of businesses with a Facebook page used it solely as a distribution channel, similarly 57 per cent 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 by 74 per cent, closely followed by Linkedin which was used by 72 per cent and then falling behind was Facebook which was used by 20 per cent.

Almost half had a blog.

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