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Retailers not keeping up with consumer social media use, claims study

May 28, 2019

Nearly half, 45%, of consumers have increased their social media use in the past six months, yet businesses are not keeping pace with such consumer behavior.

That's the prime finding of the Sprout Social 2019 Index: Empower and Elevate report.

The research shows 90% of social marketers agree investing in social media has a direct impact on revenue, but communicating its value across business departments remains the top roadblock, according to a release on the study.

"Social media is a channel through which billions of people engage with friends, family and brands daily, making it the most powerful tool, with the most insights, throughout the entirety of a business," said Jamie Gilpin, CMO at Sprout Social, in the release. "However, far too often these insights never leave the marketing department, keeping valuable data siloed from teams that could benefit from it most. Businesses that break down these barriers will fuel more data-driven strategies across product development, sales and customer service and ultimately, drive growth."