The majority of UK retailers are failing to exploit the benefits of social media, according to a new report from dotCommerce.

The study of 100 UK retailers reveals that while 42 per cent have some kind of presence, 12 per cent are using more than one social media channel and only 32 per cent of retailers with a Twitter or Facebook account promote these on their website.

Other key findings include: Twitter is now more popular than Facebook. Although Facebook has a greater user base than Twitter, fewer retailers had a presence there (24 per cent compared to 26 per cent for Twitter); Blogging used by few - eight per cent of retailers have a blog on their website, making it the least used of all the main social media channels assessed. Of those who blogged, only 38 per cent posted daily and the blog was mainly used for product updates (50 per cent) or company news (50 per cent); Other social networks are being largely ignored - six per cent of retailers offered links to the likes of Youtube and Flickr

"We were surprised by the low levels of social media usage amongst the retailers we assessed. For those who had taken the plunge, there was a lack of sophistication and low levels of integration with their other online marketing efforts," says Simon Bird, technical director at dotCommerce. "Lucrative opportunities to engage with target markets and drive business through social media are being overlooked by these retailers".

"A surprisingly high number of brands with a social media presence on an external channel failed entirely to publicise this on their website. This is a significant missed opportunity for brands who want to adopt a joined up marketing strategy to maximise the effectiveness of their social media presence and deliver return on investment," he adds.

The report is available to download at: http://www.dotcommerce.co.uk/socialmedia

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