2023-06-01-SproutSocial-2023年社交媒体报告_28页_4mb

Research on Social Media, AI, and Data for Business Growth (2023):

The report, by Sprout Social in partnership with Harris Poll, surveys social media professionals in the U.S. and U.K. from March 13-27, 2023, with 778 respondents representing diverse industries like retail, healthcare, and manufacturing.

Following investment trends show strong growth, with 80-89% anticipating increases in social media and overall marketing budgets over three years, reflecting the strategic importance of these tools.

Social media data and insights are highly valued for business decision-making, providing positive impact on priorities such as brand reputation (94%), customer understanding (91%), and competitive positioning (92%), with 55-91% rating the impact significantly.

Usage patterns reveal that social media data often informs product development, campaign analysis, and market trends; nearly half of leaders from influential departments (marketing, customer care, communications) agree they help businesses, and 57% plan to use this data more in the future.

Overcoming challenges is key, with 66% citing limited access to social data tools and 45-48% attributed to lack of time or qualified personnel; companies are countering through hiring, retraining staff, or using third-party platforms.

Social media plays a primary role beyond marketing, with many businesses leveraging AI for efficiency, forecasting, and segmentation; expected AI/ML investments rise, with challenges in organizational readiness and data quality.

Customer care initiatives emphasize social media's importance, with 96% agreeing it captures customer sentiment and feedback, which many view critically for shaping content and innovation.