Only 47% of retail brands engage on Twitter when tagged in an @mention, according to a recent report from Brandwatch.

The report was based on data from an experiment conducted by Brandwatch in which 100 retail brands based in the United States and the United Kingdom were tagged in a series of different types of @mention tweets (questions, comments, complaints, etc.).

Brands responded to 65% of the Twitter mentions that included a direct question, compared with just 29% of mentions that did not include a question.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji