Some 81% of consumers say brands have a responsibility to be transparent on social media, according to recent research from Sprout Social.

The report was based on data from a survey of 1,000 consumers in the United States.

More than half (55%) of respondents say brands are only somewhat transparent on social media; some 30% say brands are not at all transparent; and 15% say brands are very transparent.

Respondents say brands can demonstrate transparency on social media by admitting mistakes (61% say so), honestly responding to customer questions (58%), and being open about product/service pricing (45%).

Consumers say brands demonstrate a lack of transparency on social media when they withhold information (69%) and ignore customer questions (68%).

About the research: The report was based on data from a survey of 1,000 consumers in the United States.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

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Twitter: @ayaznanji