What consumers want from social media is different than brands, creating a performance gap

In little over a decade, social media has emerged as businesses’ number one way to connect with consumers, according to a new study conducted by Harris Poll for Sprout Social, a social media listening and analytics company.
Over 70% of businesses surveyed rely on social media for customer engagement, compared with 61% for email, 27% for TV/radio advertising and 24% for print ads.
In a two-prong research investigation, including 1,000+ consumers and 250 business executives, the study found that 91% of business executives plan to increase their social media budgets over the next three years as consumers increasingly rely on social media to learn about brands or companies (55%), most especially the young GenZ and Millennial consumers. Read more…