Fashion brands ‘most effective’ at using Twitter

Battenhall analysed the use of social media for brand and corporate communications by companies in the FTSE 100 index and found that the overall number of tweets from those companies had risen by a cumulative 250% in the past year.

According to the study, the top performers were Burberry, Coca-Cola, ITV, Marks & Spencer and Sainsbury’s. Burberry had the most number of followers – 3.1m – and was the fastest growing in terms of followers, adding more than 1m in the past 12 months. Marks & Spencer was reported as having the greatest influence on Twitter, with the highest recorded engagement score.

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