Social Media Is Now the Primary Channel for Brand Crisis Response, New Research Finds

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New Sprout Social research reveals social media is the first place consumers hear about brand crises and the first place they expect brands to respond in real time CHICAGO, June 18, 2026 (GLOBE NEWSWIRE) -- According to new research from Sprout Social (NASDAQ: SPT), a leading AI-powered Social Intelligence Platform, social media has become the epicenter of modern brand crises, where controversies are first discovered, public opinion forms, and consumers look for brands to respond. Sprout Social's Q2 2026 Pulse Survey finds that when a brand has a controversial moment, social media is the number one place consumers hear about it first, surpassing news articles, friends and family, and the brands themselves. Because consumers first encounter brand controversies on social, they expect brands to address the issues publicly there as well. Nearly two-thirds (64%) say it is important for brands to respond publicly on social media rather than through a press release or website statement, signaling that the traditional crisis communications playbook won’t meet the expectations of audiences today. With crises playing out in real time on social, how quickly an organization responds to a crisis also greatly shapes public perception. In fact, 84% of consumers say a brand's response speed directly affects their view of the crisis. This rapid spread of conversation places increased pressure on brands to deliver swift communication that addresses consumer concerns as they happen. "Brand crises today begin and unfold on social media," said Scott Morris, Chief Marketing Officer at Sprout Social. "The first signals of a reputational threat often appear online long before they make headlines. Social media gives brands a clear look at how people actually feel in the moment, making it one of the most powerful tools for identifying risk, shaping response strategies, and rebuilding trust. The companies that emerge strongest from a crisis are those that use social insights to act quickly, communicate authentically, and make informed decisions before public perception is set." Despite heightened scrutiny on social media, consumers are willing to give brands a second chance when issues are handled effectively. In fact, 51% of consumers would consider buying from a brand within a few months of the crisis being properly addressed, with 20% returning within...

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