ENRC @ a loss over Twitter For ENRC, it is the final insult. The Kazakh mining company, which is due to be dropped from the FTSE 100 on Monday, has been identified as the index's least effective user of Twitter. "Overall, ENRC plc is quite possibly the company that is most out of touch with social media," said a report from communications group Battenhall. The report identified two Twitter accounts bearing the name of the ENRC, one of which had tweeted 861 times since last July. Yet the account, @news_enrc, has attracted just four followers - fewer than some other FTSE 100 companies that have never tweeted at all. ENRC declined to comment on whether the accounts were official. The ranking comes as a growing number of listed businesses experiment with Twitter to post news and deal with customer comments. Ryanair began tweeting this week, joining at least 90 FTSE 100 companies which are present on the site. "A lot of companies seem to prefer it to other social networks," said Paul Armstrong, founder of Digital Orange Consulting. The linear interface means it is easier to get up and running. For Facebook, you need to have more people running your account. The hazards of Twitter were exposed in January, when managers at music chain HMV omitted to take control of the company's accounts before announcing redundancies. Staff then used the accounts to post messages of outrage at their dismissal. However, Twitter's informality appears to have come naturally to Ryanair, which used the site to respond to criticism of consumer publication Which?. "Just two #Ryanair passengers out of 3m surveyed have ever heard of Which magazine . . . but neither of them have read it," the company tweeted. Its rival easyJet has taken a subtler approach, retweeting dozens of favourable customer messages but being slower to respond to complaints, such as "Dear @easyJet, please can you find my canoe which went to Bristol instead of Stansted last night. I have the world championships soon. Meanwhile, companies without natural popular appeal are trying to make the most of Twitter through sheer enthusiasm. Did you know [we] have produced more than 100,000 gas turbine rotating parts? Aberdeen-based Wood Group rhetorically enquired of its 1,805 followers this month. The most popular FTSE 100 Twitter account belongs to luxury goods brand Burberry, which has 2.2m followers, eight times more than second placed ITV. However, the quantity of followers is only a blunt measure of online success. "If you're an oil and gas company and you have the right 25 people following you, that could be worthwhile," Mr Armstrong said. The FTSE 100 companies without Twitter accounts include BHP Billiton and Aberdeen Asset Management, although senior management at Aberdeen do tweet in a personal capacity.