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The digital shift is well transformed. We have the facts to back up our claim that this wave of transition, which has been accelerated by the events of 2020, represents a shift in how organizations and consumers view, use, and value social media.
The Harris Poll asked more than 1,000 US consumers and 250 business executives on behalf of Sprout Social to learn more about how they use social media, the impact that social media has on businesses, and how that influence will change over the next few years:
1. 55% of consumers use social media to learn about new brands.
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Social media is a platform for discovery, and nowadays, people are just as likely to learn about brands or businesses on social media as they are through TV or radio advertisements.
We no longer need to watch or listen to advertisements in the era of streaming. We have the option to go ahead, change the channel, or choose from an endless selection of content that is free from advertisements. On social media, however, brand material and advertisements are integrated into or posted alongside social streams and resemble the articles we read from our friends, family, and other connections.
2. 68% of consumers said that they can communicate with brands and businesses via social media.
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Social media encourages discussion and offers customers uncommon opportunities to engage, whereas traditional marketing and advertising approaches are one-way media, where corporations rely on their monologue to win over a consumer.
At least two out of every five customers claim to interact with a brand or business by "liking" or following it on social media. Additionally, customers use social media as a feedback channel where they may voice complaints about products, write reviews, or send a business a personal note.
3. 72% of companies use social media data to inform business decisions.
