A new study has shown that brands are failing to capture hearts and minds on Twitter, despite the rise of social media marketing.
Digital agency 360i's research found that only 12 per cent of tweets from real Twitter users mentioned a brand.
In addition, more than a fifth (22 per cent) of all mentions are of a social networking brand.
The top brands mentioned are Twitter, Google and Apple.
According to the findings, marketers are failing to take advantage of opportunities for conversations with consumers.
Only one per cent of tweets that mention brands are part of a conversation with the brand in question itself.
Despite the disappointing results, 360i says that the medium offers unrivalled opportunities for marketers to pick up on what consumers really want.
More than nine in ten tweets remain personal, while 85 per cent are original content.
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