The No. 1 Mistake Retail Brands Make with Twitter

Obviously, Twitter is a very popular and powerful platform. So with all this popularity and power going for it, can anyone tell me why, despite the fact that 90% of the top 50 retailers have a presence on Twitter, only a mere 29% use it to actively engage with consumers?

What's even more head-scratching is the fact that while fewer of the top 50 brands use Instagram and Pinterest -- 42% and 60%, respectively -- they are much more engaged on these sites. Of the 42% who have an Instagram account, 80% of them are actively engaged. As for Pinterest, of the 60% with a presence on the platform, 70% are actively engaged.

What in the world is going on here?

Source: The No. 1 Mistake Retail Brands Make with Twitter | Social Media Today