A report from MarketTools found that many companies using social media marketing are not engaging prospects who offer feedback.

A new report from MarketTools suggests that 23 percent of businesses using social media marketing do so to support customers and respond to complaints or question. The study demonstrates that many brands are missing out on potential engagement opportunities.

Thirty-four percent of business executives included in the survey said they were aware of consumers turning to social platforms to voice their concerns. This also means that 66 percent of businesses don’t know that their prospects are trying to engage them through this channel.

Lack of responses can be frustrating for prospects, incenting them to look elsewhere. Ninety-five percent of respondents said that satisfied customers are especially important. However, many of these organizations are not being aggressive enough in trying to satisfy their customers.

It appears that businesses are gaining understanding of social’s value for reaching prospects as 68 percent of CEOs are using their own social media accounts for enterprise purposes. As more executives begin realizing the benefits of social media for lead nurturing, the development of social media marketing plans for their businesses will likely follow.

“Companies are increasingly embracing social media as a way to interact with their customers, though they are missing an opportunity to incorporate this feedback into a voice of the customer program,” Karin Adams, director of enterprise products at MarketTools, said in a statement.

According to MarketTools, 33 percent of companies reported they have increased social investment in the last year.

Other organizations have been aggressive in their adoption of social media marketing methods. Brafton recently reported that collegiate athletic departments are using Facebook, Twitter and other networks to target alumni and students in hopes of boosting sporting event attendance and interest.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.