After A Year of Transformation, Executives Are All-In On Social

After a Year of Transformation,
Executives Are All-In on Social

Introduction
Contents
3 7 11 20
Research method Investing in social media to Social media as the primary Creating positive experiences
support business communication channel on social media
29 33 39 42
Social media as the data and Social media strategy for Demographics Appendix
insights resource marketing and beyond
Harris Insights & Analytics LLC, A Stagwell Company © 2020 sproutsocial.com • @SproutSocial 2
Research method
3
Research method
• The consumer survey was conducted All sample surveys and polls, whether
This survey was conducted January 27–February 4, 2021 among or not they use probability sampling,
online by The Harris Poll on 1006 adults aged 18-74 who use at least are subject to multiple sources of error
one social media platform. Raw data which are most often not possible to
behalf of Sprout Social among were weighted by age within gender, quantify or estimate, including sampling
race/ethnicity, annual income, size error, coverage error, error associated
consumers and business of household, education and marital with nonresponse, error associated
executives in the US. status to be representative of the total with question wording and response
population of US adults ages 18-74. options, and postsurvey weighting and
adjustments. Therefore, The Harris Poll
• The business survey was conducted avoids the words “margin of error” as they
February 5–16, 2021 among 250 are misleading. All that can be calculated
business executives who have a title of are different possible sampling errors
Manager or above, employed full time at with different probabilities for pure,
a company in the US which uses social unweighted, random samples with 100%
media as an external communications response rates. These are only theoretical
channel, and are involved in the because no published polls come close to
decisions about social media strategy, this ideal.
social media marketing and/or social
media advertising for their respective
companies. Raw data were weighted
by company size to be representative
of the US businesses.
Research method
Reading the report Consumers Businesses
1006 250
Raw consumer and business data
were weighted.
Percentages may not add up to 100% due US adults US executives

to weighting, computer rounding and/or
the acceptance of multiple responses.
ages 18-74 ages 18+
Throughout the report, consumer data are
displayed in teal, while business data are
in blue – icons in the upper right corner of
Use at least one social Employed full time,
each page indicate the respondent type. media platform manager and above,
involved in social media
Consumers
10 min online survey strategy decisions
Businesses
Company uses social

media for external
Survey dates
communications
Januaray 27 through
February 16, 2021 15 min online survey
Research method
Reading the report By generation By company size
18-24 1-199
Throughout this report, subgroup analysis
is shown among generations (consumer
sample) and company size based on
number of employees (business sample). Gen Z (A) Small business (A)
Please use the information to the right as
reference for subgroup definitions.
Numbers with letter notations (e.g., A, B)

indicate a statistically significant difference 25-40 200-999
between the subgroups being analyzed. Millenials (B) Mid-market (B)
Letters always appear next to the numbers
that are significantly higher.
41-56 1000+
Gen X (C) Enterprise (C)
57-74
Baby Boomers (D)
Investing in social
media to support
business
7
Investing in social media to support business
Businesses that Importance of investing more resources into social media marketing
do not invest 36% 44% 18%

in social media
1%
marketing will
be left behind 80% Very important/ 71%
Small business (A)
82%
Mid-market (B)
90%(A)
Enterprise (C)
Absolutely essential
Eighty percent of business executives
think it is very important or absolutely
Absolutely essential Very important Somewhat important Not very important
essential for their company to invest
additional resources in social media
marketing. Most consumers agree that
89% 62%
brands and companies need a strong
social media presence to succeed in
the long run.
of businesses agree companies which do of consumers agree brands and companies that
not invest in social media marketing will do not have a strong social media presence will
be left behind not be able to succeed in the long run
BASE: ALL QUALIFIED EXECUTIVES (n=250); Small business(n=58), Mid-market(n=95), Enterprise(n=97)

Q8. How important do you think it is for your company to invest more resources into social media marketing?
Q11. To what extent do you agree or disagree with each of the following statements?
BASE: ALL QUALIFIED CONSUMERS (N=1006)
Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q25. How much do you agree or disagree with each of the following statements? sproutsocial.com • @SproutSocial 8
Social media Anticipated change in social media Expected social media marketing
marketing budget (next three years) budget increase (next three years)
marketing budgets
Total
are set to increase
significantly in the 45% 47% 8%
9%
91% 1%
coming years Small business (A)
Overwhelmingly, 91% report that over the 33% 53% 14%

next three years, their company’s social 45%
86%
media marketing budget will increase; over
Mid-market (B) 46%
half say it will grow by more than 50%.
48% 42% 6%
91% 3%
Enterprise (C)
56% 41% 3%
97% (AB)
Up to 50% increase
Significant increase Slightly increase 51-100% increase

Stay the same Slightly decrease More than 100% increase

Q9. In the next three years, how do you anticipate your company’s social media marketing budget to change, if at all?
BASE: SOCIAL MEDIA BUDGET WILL INCREASE IN THE NEXT 3 YEARS (n=230)
Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q10. Approximately, by how much do you expect your company’s social media marketing budget to increase in the next three years? sproutsocial.com • @SproutSocial 9
Most businesses What can give companies a competitive advantage going forward?
(% who selected each response option)
see investing more
resources into Investing more resources into social media
social media as 60%

a way of gaining
a competitive Greater collaboration between different departments in developing and supporting social media strategy
advantage going 46%

forward
Buy in from the executive team on social media strategy
Greater collaboration between departments
in developing social media strategy is also
viewed by nearly half of all businesses as a
36%
way to achieve a competitive advantage in the
future; enterprise businesses are much more
likely to put emphasis on buy in from
28% 32% 48%(AB)
the executive team to attain this goal. Small business (A) Mid-market (B) Enterprise (C)

Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q26. In your opinion, which of the following can give your company a competitive advantage going forward? Please select all that apply. sproutsocial.com • @SproutSocial 10
Social media
as the primary
communication
channel
11
Social media as the primary communication channel
Over the past Social media use compared to a year ago
year, a majority 27% 27% 31% 8% 7%

of consumers say
their use of social
media has grown, 54% Slightly/ 65%(CD)
Gen Z (A)
63%(CD)
Millennials (B)
52%(D)
Gen X (C)
37%
Baby Boomers (D)
Significantly increased
and one in three
feel it will continue
Social media use three years from now
to rise in the next
three years 14% 20% 44% 16% 7%
Gen Z and Millennials have seen the

greatest surge in their social media use
over the past year and are much more likely 34% Slightly/ 45%(CD) 46%(CD) 29%(D) 16%
to expect it to keep rising in the near future. Significantly increased Gen Z (A) Millennials (B) Gen X (C) Baby Boomers (D)
Significantly increased Slightly increase Stay the same
Slightly decrease Significantly decreased
BASE: ALL QUALIFIED CONSUMERS (n=1006); Gen Z(n=210), Millennials(n=285), Gen X(n=259), Baby Boomers(n=252)
Q1. Compared to a year ago, has your use of social media increased, decreased or stayed the same? Q2. Thinking about three years from now, do you
Harris Insights & Analytics LLC, A Stagwell Company © 2020 expect your use of social media to increase, decrease or stay the same? sproutsocial.com • @SproutSocial 12
While most Current use of social media for general For products, services and
and communication purposes brand-related purposes
consumers today see
social media as a way To communicate with friends, family and acquaintances To learn about products, services, brands
68% 34%
to communicate with To kill time To discover new products, services, brands
friends and family, 54% 33%
at least one in four To get breaking news

39%
To purchase products, services, brands
26%
use it to discover, For personal inspiration To recommend products, services, brands to others
learn, purchase 34% 25%
or recommend To learn about new trends

31%
To communicate with brands for customer support
17%
products, services To network
30%
or brands
To experience different point of view
Around one in three consumers use social media 28%

to learn about or discover new products, services To communicate with co-workers/clients
or brands. 24%
To follow influencers
23%
BASE: ALL QUALIFIED CONSUMERS (N=1006)

Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q3. What are the ways in which you use social media? Please select all that apply. sproutsocial.com • @SproutSocial 13
Social media is Three most typical ways to learn Preferred way to learn about brands
about brands or companies or companies (going forward)
nearly as common
as TV/radio ads and Social media 33%
WOM for learning 58% TV/Radio

advertisements TV/radio advertising 20%
16%
about brands or Word of mouth
8%
Media/news outlets
companies. In fact, 55% Social
Media Direct mail 7%
one in three say 5% Email
it would be their Word of

4% Print ads
preferred way 50% mouth 2% Blogs

4%
going forward Other
Not surprisingly, Gen Z are significantly more 78%(BCD) 61%(D) Social media is the primary way I learn
Gen Z (A) Millennials (B)
likely than all others to learn about brands or about new products, services, brands
companies on social media. 56%(D) 35%
Gen X (C) Baby Boomers (D) 35% True today
35% True in next three years
Q6. Which of the following is true about you today? Please select all that apply. Q7. Which of the following do you
anticipate being true about you three years from now? Please select all that apply. Q20. How do you typically learn
about brands or companies? Please select all that apply. Q21. Going forward, what would be your preferred way to learn
Harris Insights & Analytics LLC, A Stagwell Company © 2020 about brands or companies? Please select on response only. sproutsocial.com • @SproutSocial 14
Customer reviews Level of influence of each information Actions taken to evaluate products/
source on purchasing decision services online before buying
and company (% Very/Somewhat influential)
website information
lead the list of Customer reviews
85% 62% Read reviews on
company website
most influential Information on company’s website
sources for making 82%

Read articles about
purchasing Advertisements (e.g., TV, radio, streaming services)
71%
52% the product
decisions, followed Social media posts by friends or people I know
by social media 71%

51% Read reviews on forums
or social media
Media coverage
posts by friends 65%
and other ads Social media posts by brand or company

Watched video
63% 44% reviews
To evaluate products/services before buying, Social media advertisements
nearly two in three consumers read reviews 59%
on a company’s website and about one in two
Social media posts by influencers Asked friends/colleagues
read reviews on forums or social media.
53%
40% on social networks
BASE: ALL QUALIFIED CONSUMERS (n=1006)

Q30. When you purchase products or services, how influential is each of the following sources of information for your decision? Q32. Have you
Harris Insights & Analytics LLC, A Stagwell Company © 2020 done any of the following to evaluate products or services online before buying? Please select all that apply. sproutsocial.com • @SproutSocial 15
Social media
enables consumers 68% Ways of engaging with a brand or
company on social media
Social media enables
to engage and
me to interact with 45% 21%
interact with brands brands and companies “Like” posts from Report issues
and companies brand or company
social media accounts
with products or
services
At least two in five report they engage with (% Strongly/Somewhat agree)

a brand or company by ‘liking’ its posts or 43% 20%
following it on social media; nearly one in “Follow” a brand or Private message
76%(D) Gen Z (A) company on social or DM a brand or
three leave a review and about one in four
media company
share brand or company related content.
75%(D) Millennials (B)
74%(D) Gen X (C)
32% 20%
Leave a review of a Follow an influencer
product or service who is a brand
48% Baby Boomers (D) ambassador
23% 18%
Share brand or Tag a brand or
Social media is clearly less of a catalyst for company-related company in my
Baby Boomers than their younger peers. content posts
BASE: ALL QUALIFIED CONSUMERS (n=1006) ); Gen Z(n=210), Millennials(n=285), Gen X(n=259), Baby Boomers(n=252)
Q8. How much do you agree with the following statements? Q22. What are some of the ways in which you engage with
Harris Insights & Analytics LLC, A Stagwell Company © 2020 a brand or company on social media? Please select all that apply. sproutsocial.com • @SproutSocial 16
The use of social Use of social media increased Use of social media expected to
compared to a year ago for… increase in next 3 years for…
media is clearly (% Significantly/Slightly increased) (% Significantly/Slightly increased)
on the rise across
all aspects of the 43%
Discovering new products,
services, brands
40%
Discovering new products,
services, brands
customer lifecycle
Compared to a year ago, about two out Learning about products, Learning about products,
42% 38%
services, brands services, brands
of five consumers increased their use of
social media to discover or learn about new
products, services, brands — an increase
Purchasing products, Purchasing products,
expected to continue in the next three years. 36% 36%
services, brands services, brands
Recommending products, Recommending products,

33% services, brands to family 32% services, brands to family
and friends and friends
Following brands and Following brands and

31% 32%
companies companies
Interacting with brands Interacting with brands

31% 29%
and companies and companies

Q4. For each of the following, has your use of social media increased, decreased or stayed the same compared to a year ago? Q5. Thinking
sproutsocial.com • pr@sproutsocial.com • @SproutSocial 17
Harris Insights & Analytics LLC, A Stagwell Company © 2020 about the next three years, do you expect your use of social media for each of the following to increase, decrease or stay the same? sproutsocial.com • @SproutSocial 17
For most Anticipated increase in use of external Anticipated primary external

communications channels communications channel
businesses, social (next three years) (next three years)
media is quickly (% Significantly/Slightly increased)
Social media
becoming the most Social Media 48% currently consider social 58%
popular external 84%
media their company’s primary
external communications channel
Email
19%
communications Email 25% currently consider email TV/radio advertising
their company’s primary external
channel 66% communications channel
Direct mail
11%
Media/news 10% currently consider media/news 5%

A strong majority (84%) expect their their company’s primary external
outlets Media/news outlets
company’s use of social media for 55% communications channel
communications to increase over the next
5%
three years. Nearly one in two businesses TV/radio 7% currently consider TV/radio Print ads
advertising their company’s primary external
consider it their primary channel now and communications channel
2%
50%
even more–58%–anticipate it to become Other
their primary channel in three years. Direct Mail 6% currently consider direct mail 1%
their company’s primary external
42% communications channel
90% Agree (51% Strongly agree)
Print ads 4% currently consider print ads Social media will soon become the primary communications
their company’s primary external channel for companies to connect with their existing and
37% communications channel prospective customers
BASE: ALL QUALIFIED EXECUTIVES (n=250)

Q2. Overall, which of these channels do you currently consider your company’s primary external communications channel? Please select on response only. Q3. In the next three years,
how do you anticipate your company’s use of each of these external communication channels to change, if at all? If you are currently not using a channel and do not anticipate using
Harris Insights & Analytics LLC, A Stagwell Company © 2020 it in the next three years, please select “stay the same”. Q4. In the next three years, which of these communications channels do you anticipate being your company’s primary external sproutsocial.com • @SproutSocial 18
communications channel? Please select one. Q11. To what extent do you agree or disagree with each of the following statement?
Social media is Company is currently using social Company anticipates using social
media for: media to a greater degree in next
already widely used three years for:
across all aspects
72%
of business, and its Customer
69%
engagement
usage is poised to 68%
Customer
engagement
Sales 63%
increase in the next Sales
three years
67%
Majority of businesses expect the use of social Brand
awareness 71%
media to grow across all aspects of business, 65% Brand 65%
but particularly for brand awareness, customer Market awareness Market
engagement and customer service. insights insights
61%
Lead
generation 59%
60% Lead 67%
Customer generation Customer
service service

Q5. For each of the following aspects of the business, please indicate which external communications channels your company currently uses. For each
aspect of the business, please select all channels that apply. Q6. In the next three years, which external communications channels do you anticipate your
Harris Insights & Analytics LLC, A Stagwell Company © 2020 company using to a greater degree for each of these aspects of the business? For each aspect of the business, please select all channels that apply. sproutsocial.com • @SproutSocial 19
Creating positive
experiences for
customers on
social media
20
Creating positive experiences for customers on social media
Most consumers expect brands

and companies with a social 80%
of consumers expect brands
58%
of consumers find it more
media presence to interact with and companies that have engaging to connect with
a brand or company on
their customers in meaningful a social media presence to
interact with their customers social media than to visit
ways, and businesses agree in meaningful ways a physical store
that creating interactive

experiences for customers
is critical for their success 63%
of consumers expect brands
90%
of businesses agree creating
to use social media as a main interactive experiences for
As over half consumers say that they find it to be more engaging to
connect with a brand or company on social media than to visit a physical
communications channel to customers through social
store, it comes as no surprise that most anticipate social media to be the reach out to their customers media is critical for my
main channel for brands and companies to reach out to their customers. company’s success

Q25. How much do you agree or disagree with each of the following statements?
Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q11. To what extent do you agree or disagree with each of the following statements? sproutsocial.com • @SproutSocial 21
Most consumers Customer expectations
expect companies I expect companies to provide a more personalized

experience on social media based on my previous
to provide a more interactions with them.
61% Strongly/Somewhat agree
personalized 20% 41% 26% 13% 64%(D) 67%(D) 66%(D) 47%
experience on Gen Z (A) Millennials (B) Gen X (C) Baby Boomers (D)
social media based

I expect companies to read and analyze what I
on their previous post on social media.
interactions with
20% 38% 25% 16% 52% 69%(ACD) 58% 49%
those companies Gen Z (A) Millennials (B) Gen X (C) Baby Boomers (D)
At least one in two expect companies to

read and analyze their posts and know I want companies to know me better based on
what I post and/or my activity on social media.
them better based on their activity on social 51% Strongly/Somewhat agree
media—the latter is much more pronounced
among Gen Z, Millennials 17% 34% 30% 19% 61%(D) 59%(D) 52%(D) 32%
and Gen X. Gen Z (A) Millennials (B) Gen X (C) Baby Boomers (D)
Strongly agree Somewhat agree Somewhat disagree Strongly disagree
That said, Importance of various factors in creating a positive experience with a

brand or company on social media
consumers also
expect companies Responsible use of my social data Transparent privacy policies
to use customer
social data 6% 5%
6% 7%
responsibly and to
have transparent 30%
38%
privacy policies 25%
29%
Around six in ten customers report that

responsible use of their social data and
transparent privacy policies are very 25% 29%
important or absolutely essential in creating
a positive experience with a brand or
company on social media.
63% Absolutely essential/Very important 59% Absolutely essential/Very important
Absolutely essential Very important Somewhat important Not very important Not at all important

Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q23. How important is each of the following in creating a positive experience for you with a brand or company on social media? sproutsocial.com • @SproutSocial 23
About two in three Importance of each factor in creating a positive experience

with a brand or company on social media
consumers attribute (% Absolutely essential/Very important)
a high level of
importance to 67%
Responsive customer service
responsive customer
service in creating a Relevance of content
59%
positive experience Understanding me as a customer

52%
with a brand on
48%
social media Creativity of content
Nearly three in five also consider the relevance 46%

Right number/amount/volume of ads
of content as an important factor, while around
one in two consider understanding them as
44%
Right number/amount/volume of posts
customers and creativity of content is very
important or absolutely essential.
41%
Interactive content

Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q23. How important is each of the following in creating a positive experience for you with a brand or company on social media? sproutsocial.com • @SproutSocial 24
The impact of a Likelihood of action after a positive interaction
positive experience
Buy from that brand or company Increase my spending with that brand or company
with a brand or
company cannot be 27% 51% 15% 7% 20% 52% 19% 9%
underestimated 78% 72%
As a result of a positive experience,

consumers are willing to buy that brand (78%), Select that brand or company over Develop a stronger bond/relationship with that
its competitors brand or company
choose that brand over the competition (77%),
recommend the brand (76%), increase their
spending with that brand (72%) and develop 26% 52% 14% 8% 22% 47% 21% 9%
a stronger bond (70%).
77% 70%
Recommend that brand or company to a friend Very likely Somewhat likely

or relative
Not very likely Not at all likely
28% 48% 15% 9%
76%

Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q24. Following a positive interaction with a brand or company on social media, how likely are you to…? sproutsocial.com • @SproutSocial 25
For nearly half Main goals/top priorities of social media strategy

(Select up to three)
of businesses,
engaging with Engaging with customers
Main goals currently
48%
customers is the 39% Top priorities in next three years
main goal of their Increasing sales
current social 45%
media strategy 47%
Growing customer base

Increasing sales and growing their customer 45% 53%(B) 37% 40%
Small business (A) Mid-market (B) Enterprise (C)
base are leading the list of priorities for the
44%
next three years.
Strengthening brand image/brand perception
38%
37%
Raising awareness of company’s brand(s)

37% 50%(C) 40% 30%
40%

Q22. To the best of your knowledge, what are the main goals of your company’s current social media strategy? Please select up to three responses. Q24.
Harris Insights & Analytics LLC, A Stagwell Company © 2020 In the next three years, which of these do you think will be top priorities for your company’s social media strategy? Please select up to three responses. sproutsocial.com • @SproutSocial 26
Although business Effectiveness of current social media strategy
executives generally
Strengthening brand image/brand perceptions Increasing sales
feel that their
company’s current 46% 48% 6% 45% 46% 9%
social media strategy

is effective, fewer
than half consider Engaging with customers Growing customer base
it very effective on 46% 47% 6% 43% 47% 10%

any measure 1%
Raising awareness of company’s brand(s) Very effective Somewhat effective
Not very effective Not at all effective

46% 46% 6%
1%

Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q23. And how effective do you feel your company’s current social media strategy is in…? sproutsocial.com • @SproutSocial 27
Moreover, most Confidence in company’s current social media strategy to…
business executives Provide interactive experiences with followers 3% 89% Very/Somewhat confident
are at best somewhat 45% 44% 8% 79% 93%(A) 98%(A)
confident in their Small business (A) Mid-market (B) Enterprise (C)
company’s current Meet the social media experience needs of younger

generations (Millennials and Gen Z)
social media strategy 2% 86% Very/Somewhat confident
to provide interactive 44% 42% 12% 76% 88% 96%(AB)

experiences to
followers Meet the social media experience needs of older
generations (Gen X and Baby Boomers)
2% 86% Very/Somewhat confident
Similarly, no more than 44% are very confident in
their company’s social media strategy meeting the Very confident Somewhat confident
38% 48% 12%
needs of different generations.
Not very confident Not at all confident
75% of consumers agree brands and companies need to better customize their social
media marketing strategies to address the needs of different target audiences

Q25. How confident are you in your company’s current social media strategy to…?
Social media as
the data and
insights resource
29
Social media as the data and insights resource
Majority of Current source of data and insights Most important source of data and
used to inform company’s business insights for informing company’s
businesses are decisions business decisions (next three years)
currently using social
Social media Social media
media to collect data 72% 51%
and insights to inform Market research Market research
61% 21%
business decisions Product data Product data
and agree their 51% 9%
company’s success Customer advisory board Customer advisory board

41% 12%
depends on effective Other Other
use of social data 4% 2%
Company doesn’t currently collect data & insights Don’t expect company to collect data & insights
to inform business decisions to inform business decisions
About one in two business executives think social
6% 5%
media will become the most important source of
data and insights in the next three years. Many
more–85%–agree that social data will be a primary 85% (Strongly/Somewhat agree) 89% (Strongly/Somewhat agree)
source of business intelligence going forward. Going forward, social data will be a primary source My company’s success will depend on how effectively
of business intelligence for my company it can use social data to inform marketing strategy

Q32. Which of the following does your company currently use to collect data and insights to inform business decisions? Please select all that apply.
Q33. In the next three years, which of these do you think will be the most important source of data and insights for informing your company’s
Harris Insights & Analytics LLC, A Stagwell Company © 2020 business decisions? Please select one. Q37. To what extent do you agree or disagree with each of the following statements? sproutsocial.com • @SproutSocial 30
About 3 in 4 business Currently use social data for the Anticipate use of social data to increase
following… in next three years for the following…
executives expect
Collect consumer insights Collect consumer insights
their company’s 52% 62%
use of social data to Provide customer service and support Provide customer service and support
49% 61%
increase, especially Measure the success of a campaign or program Measure the success of a campaign or program
for mid-market and Gain business intelligence

47%
Gain business intelligence
56%
enterprise businesses 46% 54%

Inform product development Inform product development
In the next three years, at least one in two 45% 50%
businesses anticipate an increased use of social Analyze trends Analyze trends
data for collecting consumer insights, providing 42% 47%
customer service, measuring program success, Tailor communications to [individual customers’ needs] Tailor communications to [individual customers’ needs]
gaining business intelligence and informing 37% 47%
product development.
Anticipate company’s use of social data to increase
Total
76% 66% 84%(A) 82%(A)


Q34. Does your company currently use social data for any of the following? Please select all that apply. Q35. In the next three years, do you anticipate your company’s use of
social data to increase, decrease, or stay the same? If you are currently not using social data and do not anticipate using it in the next three years, please select “stay the same”.
Harris Insights & Analytics LLC, A Stagwell Company © 2020 BASE: EXPECTS COMPANY’S USE OF SOCIAL DATA TO INCREASE (n=198) sproutsocial.com • @SproutSocial 31
Q36. For which of these do you anticipate the use of social data to increase in the next three years?
The vast majority Companies will need to more effectively utilize social data to understand
their customers
agree that
companies will 43% 47% 9%
need to more
effectively use
social data to 90% Strongly/Somewhat agree
understand their
Customers will expect companies to use social data to better tailor content
customers to their individual needs
2%
Understanding the customer is not where
the use of social data ends, most also 45% 44% 10%
agree that customers will expect social data
to be used to better tailor content to their
individual needs.
89% Strongly/ 83% 89% 95%(A)

Somewhat agree Small business (A) Mid-market (B) Enterprise (C)
Strongly agree Somewhat agree Somewhat disagree Strongly disagree

Social media
strategy for
marketing and
beyond
33
Social media strategy for marketing and beyond
Executives Companies are increasingly moving Social media commerce is an

ecommerce to social media increasing portion of my company’s
overwhelmingly marketing-driven revenue
agree that
businesses are 1% 2%
6%
increasingly 12%
moving their
e-commerce to
47% 44%
social media 46% 43%
The vast majority also agree that social

media commerce is an increasing portion of
their company’s marketing-driven revenue.

Strongly agree Somewhat agree
90% 92% 98% (AB)
Small business (A) Mid-market (B) Enterprise (C) Somewhat disagree Strongly disagree

Q37. To what extend do you agree or disagree with each of the following statements?
About eight in 10 Selling on social media commerce Purchased products or services

platforms directly from a social media platform
businesses anticipate (Business perspective) (Customer perspective)
selling products or
Total Total
services via social 73%
media commerce 79% 35%
platforms in the Small business (A)
57%
next three years, 71% 43%(CD) 49%(CD)
especially enterprise Mid-market (B)
businesses 84% (A) 27%

Gen X (C)
20%
Baby Boomers (D)
80%
Businesses are clearly making plans to align with
younger generations who are more likely to have Enterprise (C)
purchased directly from a social media platform 85% (A)

(43% Gen Z and 49% Millennials vs. 27% Gen X 87% (A)
and 20% Baby Boomers).
Currently sell on social media commerce platforms
Anticipate selling in next three years

Q30. Does your company use any of the following to sell products and services online? Please select all that apply.
Q31. In the next three years, which of the following do you anticipate your company using to sell products and services online? Please select all that apply.
Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q31. Have you used any of the following to purchase products or services? Please select all that apply. sproutsocial.com • @SproutSocial 35
In the opinion of Social media will soon become the primary Contacted a company’s customer
channel for customer service/support service
most executives, (Business perspective) (Customer perspective)
social media will
Sent a private message or posted publicly on social
soon become the 2% media platforms
primary channel 9%
for customer 44%

service/support
46%
More than four in ten consumers report 43% 58%(CD) 60%(CD)
contacting a company’s customer service
by sending a private message or posting 37%(D) 21%
publicly on social media platforms. Gen X (C) Baby Boomers (D)
Strongly agree Somewhat agree
Somewhat disagree Strongly disagree

Q11. To what extent do you agree or disagree with each of the following statements?
Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q40. Have you done any of the following to contact a company’s customer service? Please select all that apply. sproutsocial.com • @SproutSocial 36
Asking questions 56% 38%

about a product or Ask questions about Provide negative review/
product/service feedback
service or getting
a quick response 56% 33%
to customer Quick response to customer Highlight a product/service
service issue I love
service issues are
the top reasons 43% 35%(D) 42%(CD) 31%(D) 21%
for reaching out Provide positive review/ Gen Z (A) Millennials (B) Gen X (C) Baby Boomers (D)
feedback
to a company on
social media
Expected social media response time
When reaching out to a company on social
media, more than 75% of consumers expect
a response in less than 24 hours. 77% 23%
In less than 24 hrs. In 24 hrs. or more
BASE: HAVE CONTACTED COMPANY’S CUSTOMER SERVICE (n=866); Gen Z(n=183), Millennials(n=259), Gen X(n=216), Baby Boomers(n=208)
Q41. Which of the following, if any, are reasons you would reach out to a company over social media? Please select all that apply.
Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q42. If you reach out to a company on social media with a question, how quickly do you expect a response? sproutsocial.com • @SproutSocial 37
Virtually all Companies will more heavily Departments utilizing social media data
rely on social data to identify to inform strategy and business decisions
executives share business opportunities outside
the sentiment that of marketing Currently use Anticipate using in three years
companies will Marketing Research & Development
rely more heavily 49% 74% 42%

46%
on social data to 73% 48%
identify business Sales Human Resources
opportunities 61% 37%
outside of marketing 67% 43%
Customer Service IT
They also anticipate increased use of social
media data for Product, R&D, Sales, HR and 4% 60% 35%
Data Analytics departments to inform strategy 61% 39%
and business decisions.
95% Strongly/Somewhat agree Product Data Analytics
Strongly agree Somewhat agree 43% 31%

Somewhat disagree 53% 37%

Q20. At the present time, which of the following departments utilize social media data to inform their strategy and/or decision? Please select all
that apply. Q21. In the next three years, which of these departments do you anticipate utilizing social media data to inform their strategy and/or
Harris Insights & Analytics LLC, A Stagwell Company © 2020 decisions? Please select all that apply Q37. To what extent do you agree or disagree with each of the following statements? sproutsocial.com • @SproutSocial 38
Demographics
39
Demographics
Consumer demographics
Gender (n=1006) Marital status (n=1006) Race/Ethnicity (n=1006) Household income (n=1006)
Male 48% Never married 32% White 72% Less than $15,000 6%
Female 50% Married/Living with partner 52% Hispanic 18% $15,000 to $24,999 5%
Other/prefer not to answer 2% Divorced/Separated/Widowed 15% Black/African American 15% $25,000 to $34,999 7%
Asian or Pacific Islander 7% $35,000 to $49,999 11%
Native American, Arab/West 8% $50,000 to $74,999 16%
Asian/Other race $75,000 to $99,999 13%
$100,000 or more 42%
Age Employment status Region Household size
18-24 14% Employed (NET) 63% Northeast 18%

1 HH member 12%
25-34 21% Not Employed (NET) 37% Midwest 19%
2 HH members 30%
35-44 19% South 40%
3 HH members 21%
45-54 18% West 23%
4 HH members 19%
55-64 16% 5+ HH members 17%
65+ 12%
Generation Education Children in household
Gen Z 14% Less than high school 9% No 56%

Millennials 33% High school to less than 4-year 55% Yes 44%
Gen X 29% college degree
Baby Boomers 24% 4-year college degree or more 35%
Demographics
Business firmographics
Gender (n=250) Job title (n=250) Functional role (n=250) Top industries represented (n=250)
Male 65% Owner, C-suite, EVP 31% Administration/Executive 16% Banking and Finance 12%
Female 34% SVP, VP, Director 38% Advertising/Public Relations/ 2% Information Technology and Services 10%
Other/prefer not to anser 1% Supervisor, Sr Manager, Manager 30% Corporate Communications Construction (heavy/special trades) 8%
Customer Service 4% Manufacturing 7%
Age Company size ebusiness/ecommerce 2% Retail 7%
Finance 13% Administrative Support and Business 4%
18-24 4% 1-199 42% Human Resources/Legal 5% Services
25-34 18% 200-999 20% Information Technology (IT)/MIS 27% Education 4%
35-44 50% 1000+ 38% Marketing/Social Media Management 2% Healthcare, Pharmaceutical, Medical 4%
45-54 15% Production/Operations 13% Device
55-64 9% Company revenue Research and Development 1% Engineering Services 3%
65+ 5% Sales 7% Religious/Non-Profit Organizations 3%
Less than $5 million 31% Telecommunications 3%
Telecommunications 1%
$5 million – $99.9 million 33% Transportation and Warehousing 3%
US region
$100 million - $999.9 million 21% Wholesale Trade 3%
Decision-making role
Northeast 23% $1 billion or more 13% Other industries* 29%
Midwest 19% I work for a nonprofit or 2% I am the key decision maker 65%
South 35% governmental agency I have a role in the final decision, but 25%
*Industries with less than 3% representation each:
Advertising, Marketing, Public Affairs; Agriculture, Forestry,
West 23% am not the sole decision maker Fishing, Hunting
Customer focus I make recommendations/provide 10%
Arts, Entertainment and Recreation; Automotive Services;
Communications;
input, but am not the decision maker Entertainment, Media Gaming, and Sports; Food and Beverage;
Directly to consumers (B2C) 36% Insurance; Legal Services; Public Administration/ Government;
Real Estate, Research Services; Travel and Tourism; Utilities; Other
To other businesses (B2B) 14%
To both consumers and businesses 51%
Appendix
42
Appendix
Most businesses Social platforms companies currently use for marketing purposes
are currently
using Facebook 84% Facebook 23% Pinterest
for marketing 64% Instagram 22% Snapchat
purposes 60% Twitter 21% Yelp
At least half are using Instagram, Twitter
and YouTube.
57% YouTube 19% TikTok
42% LinkedIn 18% Reddit
36% Facebook Messenger 14% TripAdvisor
36% Amazon 9% Twitch
31% Google My Business 3% Other
27% Whatsapp

Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q7. Which of the following social platforms does your company currently use for marketing purposes? Please select all that apply. sproutsocial.com • @SproutSocial 43
Appendix
Currently social External communications channels for business aspects
media, followed by Company is currently using
email, are the most Customer

service
Lead
generation
Sales Brand
awareness
Market
insights
Customer
engagement
commonly used
Social
communications media 60% 61% 68% 67% 65% 72%
channels for every Email
aspect of the 64% 50% 53% 48% 45% 61%
business Direct
mail 36% 29% 38% 34% 28% 38%
Media/news
outlets 24% 22% 37% 39% 28% 27%
Print ads
22% 26% 34% 36% 23% 24%
TV/radio
advertising 20% 29% 34% 41% 29% 27%

Q5. For each of the following aspects of the business, please indicate which external communications channels your
Harris Insights & Analytics LLC, A Stagwell Company © 2020 company currently uses. For each aspect of the business, please select all channels that apply. sproutsocial.com • @SproutSocial 44
Appendix
At least six in External communications channels for business aspects
10 executives Anticipate company using to greater degree in next three years
anticipate the use Customer

service
Lead
generation
Sales Brand
awareness
Market
insights
Customer
engagement
of social media to
Social
increase across media 67% 59% 63% 71% 65% 69%
all aspects of the Email
business in the next 53% 39% 44% 37% 40% 51%
three years—far Direct

29% 28% 31% 29% 30% 30%
more than for any mail
other channel Media/news

outlets 25% 33% 33% 32% 30% 24%
Print ads
26% 25% 30% 30% 23% 18%
TV/radio
advertising 28% 33% 35% 34% 28% 27%

Q6. In the next three years, which external communications channels do you anticipate your company using to a greater degree for each
Harris Insights & Analytics LLC, A Stagwell Company © 2020 of these aspects of the business? For each aspect of the business, please select all channels that apply. sproutsocial.com • @SproutSocial 45
Appendix
Around one in two True today Anticipate being true three years
from now
consumers see social
media as a primary Social media is the primary way my friends, family
and acquaintances share information with me
Social media is the primary way my friends, family
and acquaintances share information with me
way for exchanging 54% 52%
information with Social media is the primary way I share Social media is the primary way I share
information with friends, family and acquaintances information with friends, family and acquaintances
friends and family in 48% 46%
the next three years Social media is the primary way I learn about new Social media is the primary way I learn about new
products, services, brands products, services, brands
Over one-third (35%) anticipate social media 35% 35%
to be their primary way to learn about new
products, services, and brands, with nearly three Social media is the primary way I learn about Social media is the primary way I learn about
in 10 (29%) anticipating it to be their primary way news and current events news and current events
to communicate with brands and companies. 35% 35%
Social media is the primary way I communicate Social media is the primary way I communicate
with brands and companies with brands and companies
27% 29%

Q6. Which of the following are true about you today? Please select all that apply.
Harris Insights & Analytics LLC, A Stagwell Company © 2020 Q7. Which of the following do you anticipate being true about you three years from now? Please select all that apply. sproutsocial.com • @SproutSocial 46
Appendix
For most consumers, Attitudes about social media
social media allows Social media allows me to share my thoughts, feelings

and observations with others Social media impacts the way I see the world
them to share their 29% 49% 13% 9% 19% 43% 23% 16%
thoughts, feelings 78% 62%
and observations Social media is a way for me to stay up-to-date on

current events Social media is an essential part of my life
with others, stay 28% 43% 17% 12% 21% 39% 23% 17%
up-to-date on current 71% 61%
events and learn Social media is something I only use to stay connected
I learn about cultural trends on social media with friends, family and acquaintances
about cultural trends
22% 47% 18% 13% 22% 37% 25% 15%
Three in five consider social media as
69% 59%
an essential part of their life, particularly
younger generations. Social media enables me to interact with brands and
companies
66%(D) 73%(CD) 60%(D) 40%
21% 47% 18% 13% Gen Z (A) Millennials (B) Gen X (C) Baby Boomers (D)
68%
76%(D) 75%(D) 74%(D) 48%
Strongly agree Somewhat agree Gen Z (A) Millennials (B) Gen X (C) Baby Boomers (D)
Somewhat disagree Strongly disagree
Harris Insights & Analytics LLC, A Stagwell Company © 2020 BASE: ALL QUALIFIED CONSUMERS (n=1006) Q8. How much do you agree or disagree with the following statements? sproutsocial.com • @SproutSocial 47
Sprout Social
Sprout Social offers deep social media listening and analytics, social management, customer care and
advocacy solutions to more than 25,000 brands and agencies worldwide. Sprout’s unified platform
integrates the power of social throughout every aspect of a business and enables social leaders at every
level to extract valuable data and insights that drive their business forward. Headquartered in Chicago,
Sprout operates across major social media networks, including Twitter, Facebook, Instagram, Pinterest,
YouTube and LinkedIn. Learn more at sproutsocial.com.
The Harris Poll
The Harris Poll is one of the longest running surveys in the U.S. tracking public opinion, motivations, and social
sentiment since 1963 that is now part of Harris Insights & Analytics, a global consulting and market research
firm that delivers social intelligence for transformational times. We work with clients in three primary areas:
building a twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and
earning organic media through public relations research. Our mission is to provide insights and advisory to
help leaders make the best decisions possible. To learn more, please visit theharrispoll.com.

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After a Year of Transformation,

Executives Are All-In on Social

Reading the report Consumers Businesses

Percentages may not add up to 100% due US adults US executives

Company uses social

Reading the report By generation By company size

Numbers with letter notations (e.g., A, B)

do not invest 36% 44% 18%

BASE: ALL QUALIFIED EXECUTIVES (n=250); Small business(n=58), Mid-market(n=95), Enterprise(n=97)

Overwhelmingly, 91% report that over the 33% 53% 14%

Significant increase Slightly increase 51-100% increase

BASE: ALL QUALIFIED EXECUTIVES (n=250); Small business(n=58), Mid-market(n=95), Enterprise(n=97)

social media as 60%

advantage going 46%

BASE: ALL QUALIFIED EXECUTIVES (n=250); Small business(n=58), Mid-market(n=95), Enterprise(n=97)

Over the past Social media use compared to a year ago

year, a majority 27% 27% 31% 8% 7%

Gen Z and Millennials have seen the

Significantly increased Slightly increase Stay the same

Slightly decrease Significantly decreased

friends and family, 54% 33%

at least one in four To get breaking news

learn, purchase 34% 25%

or recommend To learn about new trends

Around one in three consumers use social media 28%

BASE: ALL QUALIFIED CONSUMERS (N=1006)

WOM for learning 58% TV/Radio

it would be their Word of

preferred way 50% mouth 2% Blogs

sources for making 82%

decisions, followed Social media posts by friends or people I know

by social media 71%

and other ads Social media posts by brand or company

BASE: ALL QUALIFIED CONSUMERS (n=1006)

At least two in five report they engage with (% Strongly/Somewhat agree)

Recommending products, Recommending products,

Following brands and Following brands and

Interacting with brands Interacting with brands

BASE: ALL QUALIFIED CONSUMERS (n=1006)

For most Anticipated increase in use of external Anticipated primary external

Media/news 10% currently consider media/news 5%

BASE: ALL QUALIFIED EXECUTIVES (n=250)

BASE: ALL QUALIFIED EXECUTIVES (n=250)

Most consumers expect brands

that creating interactive

BASE: ALL QUALIFIED CONSUMERS (n=1006)

Most consumers Customer expectations

expect companies I expect companies to provide a more personalized

social media based

At least one in two expect companies to

Strongly agree Somewhat agree Somewhat disagree Strongly disagree

That said, Importance of various factors in creating a positive experience with a

Around six in ten customers report that

63% Absolutely essential/Very important 59% Absolutely essential/Very important

BASE: ALL QUALIFIED CONSUMERS (n=1006)

About two in three Importance of each factor in creating a positive experience

positive experience Understanding me as a customer

Nearly three in five also consider the relevance 46%

BASE: ALL QUALIFIED CONSUMERS (n=1006)

The impact of a Likelihood of action after a positive interaction

underestimated 78% 72%

As a result of a positive experience,

Recommend that brand or company to a friend Very likely Somewhat likely