Burberry has more Twitter followers than Coca-Cola

The luxury retailer, known for its iconic tartan, has more than three million followers on Twitter, more than Coca-Cola's 2.6m, and six times the level of it closest FTSE 100 follower M&S.

But it was runner-up M&S which stole the crown for the most “influential” FTSE 100 brand on Twitter.

M&S scored 83.4 compared with Burberry’s 80.1 on the Moz system, which accounts for a variety of measures relating to the interaction between the Twitter accounts of the followers and the brand.

Retailers also dominated the rest of the Twitter leaderboard with Tesco, Sainsburys and Next all making it into the top ten for followers.

Miners fared poorly on the rankings. BHP Billiton, with just one follower, and Glencore Xstrata, shared the bottom of the table with drug maker Shire. Precious metal miners Fresnillo and Randgold Resources are two of the ten FTSE 100 companies without a Twitter presence.

Drew Benvie, managing director of Battenhall, said the “gulf” between the top and bottom was “worrying”.

“We are seeing an increasingly polarised view of UK Plc online, which means many brands are simply not fit for purpose whether it is on their ability to listen to customers or publish financial news,” he warned.

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