Social media networks like Facebook and Twitter have allowed people to connect with others all over the world. Now, the platforms are serving as marketing and communication tools for businesses.

According to a recently released study by Acquity Group, retailers are not paying enough attention to social media, which is resulting in the loss of customers who like to use the networks to interact with brands. The research revealed that when it comes to the five major platforms – Facebook, Twitter, Instagram, Pinterest and YouTube – only 12 out of the 50 merchants analyzed had a presence on all of the sites. 

"The important takeaway for brands is to avoid haphazard or sporadic use of social media," stated Jay Dettling Acquity's executive vice president. "When a new social media channel is introduced, brands need to take the time to analyze the potential impact and return, and develop a solid strategy from there."

The Journal and Courier writes that brick-and-mortar retailers can benefit from social networks by offering deals and promotions on the sites to entice customers to visit their stores.