Chicago: Sprout Social, a social media management and analytics provider, has released the 19th edition of its index report.
The 2023 edition delves into what consumers expect from brands on social media, the role of artificial intelligence in the daily work of social media marketers, the structure of social media teams, and more.
According to the report, the main reason consumers follow brands on social is to stay informed about new products and services (68%), followed by a desire to access exclusive sales and promotions (46%) is. Fun or enjoyable (45%).
51% of consumers said the most memorable thing a brand can do is simply react, but only 4 say speaking out about social issues or causes is the most memorable action There was one person in Consumers also increasingly expect personalization. 70% expect personalized responses from brands on social channels, 76% equally rate brands that prioritize customer support and fast response times, and 69% expect same-day responses .
To meet these rising expectations, it is becoming increasingly important for social media marketers to leverage AI to support their operations. 81% say AI has already had a positive impact on their work, and 47% plan to use AI and automation tools to respond to basic customer inquiries. 68% think AI could help with social data analysis, while others see AI potential to support content creation (66%) and social media ad targeting and campaign targeting (65%). Some people are thinking. Nevertheless, those surveyed expressed concerns about the possibility of losing their jobs to AI.
Sprout Social surveyed more than 1,800 consumers and 900 marketers in the US and UK for this report.