New research from Sprout Social Inc. (NASDAQ: SPT) suggests social media has become the primary channel where consumers first learn about brand controversies—and where they expect companies to respond. According to the company’s Q2 2026 Pulse Survey, nearly two-thirds (64%) of consumers say brands should address crises publicly on social media rather than through traditional press releases or website statements, while 84% say response speed directly influences how they perceive a brand during a crisis
The findings reinforce the growing strategic importance of social media management and real-time customer engagement for businesses navigating an increasingly digital marketplace. As reputational events unfold at unprecedented speed, organizations are placing greater emphasis on platforms that enable continuous monitoring, audience engagement, and actionable insights. Sprout Social’s AI-powered social intelligence platform is designed to help businesses identify emerging risks, analyze consumer sentiment, and coordinate timely responses across major social networks.
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