Social disconnect between brands & consumers
- Part 1 Social disconnect between brands & consumers
- Part 2Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Episode Chapters
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02:00: Social media's evolving roleExplores how social media has become the number one source for consumers to keep up with trends and online culture, surpassing traditional sources like friends, family, TV, and other digital media.
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04:06: Social media as a search engineDiscusses the shift in consumer behavior where platforms like TikTok and YouTube have become primary search destinations, especially for Gen Z, creating new opportunities for brands.
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06:00: AI in social mediaExamines consumer attitudes toward AI in social media, revealing generational differences in acceptance with younger users being more open to AI-generated content and even AI influencers.
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08:15: Consumer expectations from brandsHighlights research showing consumers want quick, personalized communications from brands on social media, with approximately two-thirds willing to purchase from competitors if brands don't respond.
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10:00: Social media as customer serviceExplores how social media has become a critical customer service channel where consumers expect timely responses (within 24 hours) and personalized interactions from brands.
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14:00: Platform diversification strategyDiscusses the importance of brands maintaining presence across multiple social platforms as consumers use different networks based on demographics and purposes.
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16:15: Social network demographicsProvides an overview of different social platforms and their primary user demographics, from Facebook's cross-generational appeal to TikTok's younger audience focus.
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18:00: Brand-consumer disconnectReveals a significant disconnect where nearly all social media practitioners believe content should follow trends, while about a third of consumers find it embarrassing when brands hop on viral trends.
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20:15: Social media manager burnoutAddresses how social media professionals feel pressured to be online 24/7 and chase every trend, leading to potential burnout while trying to meet consumer expectations for quick responses.
- Part 1 Social disconnect between brands & consumers
- Part 2Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Up Next:
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Part 1Social disconnect between brands & consumers
Social media creates a disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research revealing how consumers use social platforms as discovery engines and customer service channels. Brands must balance cultural relevance without chasing every trend, maintain platform diversification to reach audiences authentically, and deliver personalized interactions within 24 hours to prevent customers from switching to competitors.
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Part 2Do consumers want brands to slide into their DMs?
Social media marketing faces a consumer-brand disconnect. Scott Morris, CMO at Sprout Social, shares research revealing the gap between marketer assumptions and actual consumer preferences on social platforms. His data shows consumers expect personalized responses in DMs when they initiate contact, but resist unprompted brand messages, highlighting how timely, relevant engagement builds loyalty while intrusive approaches damage relationships.
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Part 3Are AI-generated influencers a trend or trash?
Social media marketing faces a growing disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research on how consumer relationships are evolving differently than what platforms intend. He explores the controversial rise of AI-generated influencers, revealing split consumer sentiment while highlighting how younger generations show greater openness to artificial brand ambassadors. Morris also discusses how brands can effectively navigate these changing dynamics to break through increasing social media noise.
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Part 4Responding quickly or providing the right answer to customer questions?
Social media response speed vs. accuracy: which matters more? Scott Morris, CMO at Sprout Social, shares research on the disconnect between marketer perceptions and actual consumer expectations. Morris reveals that two-thirds of users expect responses within 24 hours and explains how AI can handle routine inquiries while allowing marketers to focus on authentic, personalized engagement that requires human touch.
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Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Social channel strategy: focus or diversify?nnScott Morris, CMO at Sprout Social, shares research on the disconnect between marketer assumptions and actual consumer preferences on social platforms. He advocates for strategic platform diversification based on audience demographics while emphasizing the importance of mastering primary channels before expanding. Morris recommends using social listening to track relevant conversations across networks and aligning channel selection with specific brand goals rather than attempting omnipresence.
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