Social Media Is Now the Primary Channel for Brand Crisis Response, New Research Finds
· sprout social, inc
AI Briefing
- * Social media is the primary channel for brand crisis response, new research finds.
- * Consumers hear about brand crises on social media first, expecting real-time responses.
- * Brands must respond promptly on social media to manage crisis effectively.
Context
New research from Sprout Social shows that social media is the primary channel where consumers learn about brand crises. Consumers also expect brands to respond to these crises on social media in real time.
Social media has become the first point of contact for consumers to hear about and expect responses to brand crises, according to the research.
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