A recent study by Auros found that retailers in the U.K. are not using social media effectively. They are using it as a “marketing channel” instead of using it to “enter dialogue with new and existing customers,” the study found.

Auros studied 25 of Great Britain’s top retailers and scored them on a 100-point scale according to their response level to customers on Facebook, Twitter, YouTube, and company blogs.

Retailers scored just 10 percent on average, with even retailers at the top of the charts—Thomas Cook (32 percent), easyJet (24 percent) and Debenhams (22 percent)—failing to score high marks.

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