Businesses worldwide are missing the chance to engage new and existing customers, with research from Satmetrix finding that 67 per cent of organisations do not measure their social media activity.

The study also found that organisations are in effectively ignoring customers, with 55 per cent lacking a mechanism to respond to customers’ comments and feedback made via social media.  Of those who do measure social media activity, 53 per cent go no further than counting followers and comments.

“Not only are companies running the risk of losing customers by not addressing their issues shared online, but they are also walking past the opportunity to capitalise on positive comments made on the social web,” says Satmetrix CEO Richard Owen.