SproutSocial: 2020 Social Media Report

SproutSocial released its latest "Social Media Report". Most executives (89%) are confident in their current social media strategies and interactive experiences.

72% of U.S. executives say they are currently using social media for customer engagement. They are also using social media to make sales (68%), increase brand awareness (67%) and gain market insights (65%).

61% of respondents are using social to generate leads. Most executives believe that their current social media strategy is also effective in other areas, such as strengthening brand image (94%), engaging with customers (93%) and increasing sales (91%).

Currently, about three-fifths of respondents use social platforms to serve consumers, and 67% expect to use them to an even greater extent in the next three years. In fact, about 9 in 10 executives strongly (46%) or somewhat (43%) agree that social media will become a primary channel for customer service.

From a consumer perspective, 74% of consumers who follow brands on social media do so for customer service or support. Additionally, recent surveys have found that 67% of consumers believe responsive customer service is absolutely necessary or very important to creating a positive experience with a brand or company on social media.

Sprout Social also found that 44% of consumers have contacted a company’s customer service via social media, either through a private message or a public post. Gen Z (58%) and Millennials (60%) are more likely to seek customer service via social media than Gen X (37%) and Baby Boomers (21%).

Social media data

72% of executives say their companies use data and insights from social media to make business decisions.

Another 85% of respondents believe that social media data will be the main source of business intelligence in the future, and 51% believe that social media will be the most important source of data and insights for making these decisions in the next three years.

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