What Consumers Want From Brands: Transparency on Social Media

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 that 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% cite), 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% cite) 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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