One of the best ways for businesses in a number of sectors to engage with consumers is through the use of social media platforms. A recent study suggests, however, that many companies are missing out on the opportunities that sites like Facebook and Twitter provide.

The report, conducted by MarketTools, found that 23 percent of those surveyed said they used social media marketing to respond to client complaints or questions or to give them added support. In addition, just 34 percent of the business executives surveyed said they were conscious of the fact that customers turned to social media platforms to voice concerns.

MarketTools' director of enterprise products, Karin Adams, said that the sites were a valuable tool to understand how consumers and business partners viewed products and services.

"Organizations that use enterprise feedback management solutions are able to analyze feedback gathered through social media channels, along with feedback gathered through more traditional channels, to uncover insights to help improve business processes," she said.

Some companies have teamed up with stars to help promote products on Twitter. MusclePharm partnered with New England Patriots receiver Chad Ochocinco, who has nearly 3 million followers. 

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