New data from Sprout Social issues a warning to brands everywhere: If you’re not responding on social media, 1 in 3 people say they’ll switch to a competitor. As if that’s not bad enough, 36% say they’ll also shame you on their own social profiles.

This news is particularly alarming considering that most brands are ignoring people in droves—answering just 11% of social inquiries. Meanwhile, brands send out 23 promotional messages for every response given to a fan.

For Q2 2016, we surveyed more than 1,000 active users of Twitter, Facebook and Instagram and then compared their feedback to the behavior of brands on social media across 15 industries worldwide. The data reveals a ripe opportunity for smarter organizations looking to gain a competitive advantage.

All this and more is explored in the latest Sprout Social Index. To see the full report, click here.