Brandwatch, a social media monitoring company, revealed in their latest ‘Brands on Twitter’ report that despite gaining increasing presence, use frequency and brand engagement, 25% of brands examined reported using Twitter only as a broadcast platform.

Other findings included that 3% of the 253 brands studied opted for an engagement only approach whereas 69% are successfully managing to combine the two. Only 2.4% of brands had no Twitter presence at all, with use of the channel rising from 62% of the brands in 2011 to 97% last year.

Multiple account users have risen nine-fold over the last three years (and 28% from 2012) with nearly two thirds of all brands (63%) having accounts for functions like sales, HR and business development. The computing giant Dell has a staggering 44 Twitter accounts – one for each department.

The report also revealed that the most prolific tweeting brands, some sending tweets every 6 minutes, are not always the most engaged. That title was split across @Notebook, @ESPN, @PlayStation and @Disney.