News flash: marketers are using social networks to do a lot of talking, but very little listening. And, to put it worse, brands continue to ignore negative feedback from their followers and fans, so says a new study that repeats an old message: this thick-headed approach to social media may end up be their undoing.

EMarketer cites an American Express study that surveyed US internet users and found that 46% of them turned to companies’ social media sites to grouse about poor customer experiences. The biggest complaint? Getting the company to actually respond to their query/complaint.

46% sounds bad, but not nearly as bad as what Socialbakers’ CEO told us a few months ago. Razab told us there that brands do a pretty good job of using Facebook and Twitter to talk to the masses, but when it comes to listening/responding they’re really crap. How crap? Rezab’s team of researchers found that 85% of brands NEVER respond to queries posted by their fans or followers. Either they are listening and willfully ignoring those who “like” them, or they’re just talking and talking (and probably measuring) and talking some more. Who’s got time for listening then?

If  Socialbaker’s conclusions are true (or even half-true; eMarketer looks at another study that shows it’s more like half of companies don’t do any listening, not quite as bad as what Socialbakers founds) than marketers are missing the biggest opportunity that social affords. It’s not a platform to crow about yourself and your products. It’s a platform to learn about yourself and your products.