New research from Sprout Social finds that social media has become the primary channel where consumers first learn about brand controversies and expect public responses. Nearly two-thirds of consumers, 64%, say it is important for brands to respond publicly on social media rather than through a press release or website statement. The survey also reveals that 84% of consumers say a brand's response speed directly affects their view of the crisis, and 51% would consider buying from a brand within a few months of a properly addressed crisis. The Q2 2026 Pulse Survey, conducted online with 2,250 social media users across the US, UK, and Australia, highlights that social media is the number one place consumers hear about controversial moments first, surpassing news articles, friends and family, and the brands themselves.
Sprout Social IncResearch shows social media is primary channel for brand crisis response, increasing demand for Sprout Social's platform.