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Retailers 'staying away' from Twitter

15 Feb
Many retailers are staying away from Twitter and instead relying on marketing that provides a more "robust" return on investment.

This is according to head of search for bigmouthmedia Andrew Girdwood, who explained that the slower-than-expected recovery from the economic downturn means the majority of brands are "playing it safe".

He remarked that "it can be hard to show value [with Twitter]", but added that the recently-launched Google Buzz can be beneficial to retailers, as its integration with Twitter will help their marketing teams "automatically gain traction and exposure".

"It's nearly the same effort for twice the results," he concluded.

Mr Girdwood was commenting after new research from dotCommerce revealed that while 42 per cent of UK retailers are using social media, only 32 per cent have a Twitter or Facebook account.

The study - which was based on the opinions of 100 businesses - showed that blogs are least popular when it comes to interacting with customers.ADNFCR-2176-ID-19614890-ADNFCR
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