UK big business missing out by not embracing Twitter

Twitter may have just passed the posted its 10-billionth tweet, but the majority of businesses continue to ignore the business potential of the micro-blogging service.

A new study conducted by Virgin Media Business (VMB) reveals that just 16 of the UK's FTSE 100 companies use Twitter on a regular basis to communicate with customers – this despite more than half having signed up.

Launched in July 2006, Twitter's 140-character messaging platform has built steadily in popularity and is now one of the most used forms of communication on the web. Having reached the five billion tweets milestone in October, its has taken just five months for that number to double.

According to VMB, one in every five tweets contains references to products or brands, and with Twitter now handling upwards of 50 million tweets a day, it's a huge opportunity businesses are failing to take advantage of.

“We have seen Twitter use skyrocket recently, and some five billion tweets have been posted since October alone,” said Phil Stewart, VMB's director of customer service. “With so many people sharing their thoughts online, it's no surprise that many are talking about companies. Clearly this presents an excellent opportunity to engage with customers, but many are missing out.”

Stewart added that companies that created accounts but then failed to use them weren't doing their public image any favours. “Creating a Twitter account and leaving it dormant or not responding to tweets by your customers is no better than opening a contact centre and not picking up the phone. In fact it is a lot worse as this lack of interaction can be viewed by millions," he said.

“Companies should respond to customer enquires and take part in conversations about their brand or industry transparently. It might take a few minutes each day, but this could be time well spent if it helps to strengthen relationships with customers, build links with prospects and take part in the dialogue that is shaping attitudes and responses towards your business.”

The 10 billionth tweet was posted just before noon this morning. However, the contents of the landmark tweet aren't known, as the poster has protected their updates.

Virgin Media Business was launched last month as a re-branding of NTL:Telewest, with Virgin boss revealing the company would be building on the consumer brand's reputation to offer a wider range of services to more types of business.

Click here for our beginner’s guide to Twitter for business.

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