Social media plays a major role in how consumers see brands. In a recent Sprout survey, 46% of consumers admitted to using social media to call out brands and 55% have done so in order to get a resolution or response. In fact, 4 out of 5 respondents think social media has increased accountability for businesses.
Now that complaints can be broadcasted to millions over social media, consumers are using this knowledge to demand answers, with 81% saying that social media has increased accountability for businesses.
