While this is on tech firm we know the numbers are much worse for companies in the Collectible Sectors!

The vast majority of UK tech firms are failing to engage with their consumers via social media despite 90% having a presence on at least two social networking sites, according to a report by PR firm Wildfire. The survey of 50 firms found that less than half of respondents with a Twitter account had ever responded to a tweet and only one in four had replied to comments on their Facebook pages. Just 9% of firms had responded to comments on their blogs.

Wildfire says firms are tending to use social media merely for marketing purposes and not to build an online community where consumers can discuss issues and resolve problems. Some 60% of those with a Facebook account use it purely as a distribution channel, while 57% of companies with a Twitter account only used it for one-way marketing.  

"UK tech companies are using social networks like a press release or old media, but it has to be a two-way dialogue," says Wildfire consultant Danny Whatmough. "In some ways, not replying is worse than not having a presence at all. Firms have to monitor networks for mentions of their brands, and certainly respond when people get in touch."

Companies are also failing to integrate social media into their online presence, with just a third linking to their social network accounts from their website and only 22% featuring their blog on their homepage. Integration is poor on the social networks themselves, with just half of companies on Twitter including links to their website or blog posts in their tweets.

"It is surprising that tech companies haven't got social media marketing right," says Wildfire MD Debby Penton. "This is not some black art requiring vast experience or knowledge. But firms are still only using it to 'push' marketing or corporate messages."

Among the firms surveyed, Twitter was the most popular network with 74% having an account. Some 72% of respondents have a LinkedIn account while just 20% have a presence on Facebook.