London-based search conversion agency Tamar has found that Twitter has yet to attract the attention of more than half of the UK top consumer brands.
The report looks at businesses which featured in the 08/09 SuperBrands Index from CBA, and factors in several Twitter-related metrics, such as frequency of tweets and number of followers, to create an advocacy index.
The travel business which comes out best from Tamar’s research is Hilton, which has an advocacy index of 3, putting it on a par with Adidas, Nike and BMW. Elsewhere, British Airways and Thomas Cook make an appearance with a Twitter advocacy rating of 2, sitting alongside Dyson and the Post Office.
Tech brands lead the way, wit the most successful brands getting a rating of 5. Tamar points to a strong showing from National Geographic. It has a number of feeds promoting not only its TV channels but also the National Geographic Society.
On the other hand, Nike is seen to be missing out on the opportunity, with an unofficial Nike profile having the most followers.
The headline findings from the summary show that more than half of all Super Brands have no presence on Twitter. However, 17% of the top brands are using the platform to engage consumers.