What Makes a Brand Best-in-Class on Social Media

Marketers and consumers have different opinions on what makes a brand best-in-class on social media, according to Sprout Social. Marketers prioritize engaging audiences while consumers prioritize offering strong customer service.

Consumers also want brands to offer good customer service, specifically by responding to questions in a timely manner. After following a brand on social media, people often take actions such as visiting the brand's website or app, and buying from the brand.

The research was based on data from a survey conducted between March 30 and April 6, 2021, among 1,002 US consumers and 1,001 US marketers.