Need a little weekend reading? We’ve compiled our top ten Twitter stories of the week, which includes news that more than half of brands on Twitter and Facebook ignore their customers, how unpopular mobile social marketing is going to be a challenge for ad men, thoughts on what happens to your Twitter profile when you die, why Pinterest users make the best customers and a look at the growing trend of having a celebrity take over your Twitter account.

Here are our top 10 Twitter stories of the week.

1. 55% Of Brands Ignore Their Customers On Twitter And Facebook [STUDY]

A new study has revealed a shocking disconnect in how businesses are using social media to liaise with customers, respond to feedback and manage complaints. Almost two in five companies (39 percent) do not track their social media responses at all, and more than half (55 percent) ignore all customer feedback on Twitter and Facebook, largely because they have no process in place to respond.

2. 62% Of Mobile Users Don’t Want Social Marketing Messages From Brands [STUDY]

Did you know that more than 60 percent of UK smartphone owners use their device to access social media sites such as Twitter and Facebook? This places social networking at the very top of the mobile space, ahead of games and even listening to music. Typically, users aren’t sat in front of their desks all day, but they do take their phones with them wherever they go. Which, of course, presents a new opportunity for brands to bombard them with advertisements and marketing messages. So, here’s the billion dollar question: how do consumers feel about that?

3. What Happens To Your Twitter When You Die? Creating A Social Media Will

If you’re active on social media, you should really consider what will happen to your social media accounts when you kick the bucket. Though you may view this as burdening your loved ones with one more ‘to do,’ you may actually be saving them from the huge hassle of dealing with collection calls and such after your unthinking booty’s identity is stolen. Not to mention the perpetual embarrassment of seeing your name come up in certain search results. Ahem. Point is, there’s a lot more to consider.

4. Pinterest Users More Likely To Buy, Spend Twice As Much As Twitter, Facebook Referrals [STUDY]

Based on the latest referral traffic and active user statistics, Pinterest has moved above LinkedIn as the third most-popular social network in the world – the daily number of Pinterest users has risen by 145 percent since January 1, 2012. But where Pinterest is really making waves is as a source of referral traffic, notably in the e-commerce sector – a new study has revealed that buyers referred from Pinterest are not only 10 percent more likely to buy than those sent from other social channels, but they spend twice as much.

5. New Trend: Having A Celebrity Take Over Your Brand’s Twitter

In what is becoming a Twitter trend, another famous person has taken over a sports establishment’s Twitter stream to cover a game.

6. What Causes Social Media Crises, And How Do They Spread? [INFOGRAPHIC]

Community managers have a great job, interacting with customers and ensuring a brand’s reputation is kept pristine online. However, crises do pop up, and more often than you’d think. This infographic takes a look at the origin and triggers of 30 major social media crises of 2011, to see if there’s a method to the madness of irate tweets, annoyed status updates and vicious vloggers.

7. Just 16% Of CEOs Use Social Media [STUDY]

Did you know that more than three quarters (77 percent) of customers have said that they would buy more from their favourite brands if the company’s CEO was tweeting? It’s a no-brainer. CEOs and other business leaders who show that they both understand and embrace modern technologies set a fine example to their workforce and their consumers. Plus, they’ll position themselves to be better informed about what social media can do for their organisation and whether their employees are using these tools productively (or simply wasting time). So why is study after study showing CEOs being so frustratingly reluctant to get on board?

8. Two-Thirds Of Us Believe Revenge Is Best Served On Twitter [STUDY]

A new UK survey says that social networks are responsible for our need to exact revenge on our enemies. Of 2,000 people across the UK surveyed, 69 percent believe that Twitter and Facebook make it easier for the average Joe to settle a score with their frenemies. And they’re acting on their impulses, too: 52 percent of those surveyed say they’re thinking about taking revenge on a target right now, and 38 percent say they’ve already gone after someone online for sweet, sweet revenge.

9. Your Nephew Is Not A Social Media Expert

Social media platforms such as Twitter and Facebook have rapidly integrated themselves into our everyday lives, triggering an enormous shift in how all we share information, both personally and professionally. These channels, uniquely, have empowered brands and customers alike, and, perhaps for the first time in our history, everybody has a voice. But, much like many other times in our collective past, it isn’t always one that is equal.

10. Social Media And The Growth Of Mobile Marketing [INFOGRAPHIC]

Did you know that the mobile web is expected to reach nearly two billion users by 2015, which will outrank desktop usage? Mobile is big, and it’s getting bigger. For marketers, this presents new challenges. While the gender split between mobile users is almost equal, men and women use their phones differently when it comes to shopping. Moreover, while more than a third of mobile users social network on their phones, the smaller screen size limits a brand’s effectiveness to display an ad, certainly in a way that will be welcomed by their target audience. This won’t stop them from trying, though – mobile advertising is on track to pass $5 billion by 2015.

Also this week:

• How is Twitter being used during disasters?
• Why customer service is so important in social media
• Take a look at the online population explosion
• Which social sharing buttons are right for your website?
• Behold: the social media landscape

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