Social Media & the Evolution of Transparency

Fake news. Data breaches. Privacy concerns. In our complicated, hyper-connected world, people shop and consume information with a healthy dose of skepticism, and brands are fighting an uphill battle to earn the trust—and business—of today’s consumer.

The era of distrust is driving demand for greater transparency from brands, and setting new communication standards. To understand this evolution, Sprout Social surveyed 1,000 U.S. consumers on their transparency beliefs, expectations and desires. Key findings include:

  • Consumers’ transparency expectations grow daily, and long-term relationships inspire long-term trust. 86% of Americans believe transparency from businesses is more important than ever before.
  • Social amplifies transparency, which can create challenges for brands—but offers even bigger rewards. 40% of people who say brand transparency is more important than ever before attribute it to social media.
  • Brands have plenty of room to improve their transparency efforts across social platforms. 81 % of people believe businesses have a responsibility to be transparent when posting on social media—that’s higher than the standards they set for politicians, friends/family or themselves.
  • And much more, including action items for your brand in the era of radical transparency.

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