London, July 18 (ANI): Business firms are ignoring advice or complaints given by consumers on social networks like Twitter and Facebook, according to a survey.

The study conducted by YouGov revealed that the majority of brands do not take on board social media feedback and improve customer satisfaction.

Instead, brands 'firefight' negative comments on Twitter and do not actually take on people's comments, The Telegraph reports.

The study, in which over 2,000 British consumers questioned by YouGov on behalf of a social media monitoring site Brandwatch, revealed that more than 50 percent said they bother to complain on Twitter because they want companies to learn from their mistakes.

It found that 27 percent of UK adults interact with brands on the web at least once a month.

More than a third of people interact with brands to complain about their poor service, the study said. (ANI)