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

Rhea-AI Summary

Sprout Social (NASDAQ: SPT) released Q2 2026 Pulse Survey findings on how consumers use social media during brand crises and throughout the buying journey.

64% prefer crisis responses on social, 84% say response speed shapes perception, and 51% may resume purchases within months if issues are properly addressed.

News Market Reaction – SPT

-4.66%

2 alerts

-4.66% Session close to close

+5.2% Peak Tracked

$395.61M Market Cap

0.1x Rel. Volume

In the Jun 18 session, SPT declined 4.66%, reflecting a moderate negative market reaction. Argus tracked a peak move of +5.2% during that session. Our momentum scanner triggered 2 alerts that day, indicating moderate trading interest and price volatility.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement underscores social media’s central role in brand crises, with 64% preferring respo...

Analysis

This announcement underscores social media’s central role in brand crises, with 64% preferring responses on social and 84% influenced by response speed. It builds on prior Pulse Surveys; investors may watch how effectively SPT monetizes these behavior shifts.

Key Figures

Prefer social response: 64% Response speed impact: 84% Re-purchase after crisis: 51% +5 more

8 metrics

Prefer social response 64% Consumers who say brands should respond publicly on social media

Response speed impact 84% Consumers saying response speed affects their view of a crisis

Re-purchase after crisis 51% Consumers who would buy within a few months after proper crisis response

Quick return buyers 20% Consumers who would return to buy within a few days post-crisis

Top social searches 38% Consumers searching most for restaurants and things to do on social

Live events on social 80% Consumers who watch live events through social media

Gen Z live events 93% Gen Z consumers who watch live events through social media

Bold content fans 47% Consumers who enjoy bold, humor-driven brand content in fun categories

Historical Context

5 past events · Latest: May 13 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
May 13	AI platform launch	Positive	-3.7%	Unveiled AI-powered social intelligence platform and expanded Trellis agent.
May 07	Earnings release	Positive	+8.8%	Q1 2026 results with growth, cash flow strength and $50M buyback.
Apr 29	Research report	Neutral	-2.5%	Survey highlighting enterprise 'intelligence gap' in acting on social insights.
Apr 06	Earnings date set	Neutral	-3.1%	Announcement of timing and webcast details for Q1 2026 results.
Mar 25	Research report	Positive	+1.3%	Survey showing social media as primary channel for breaking news discovery.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent SPT news, especially product and research updates, has often seen mixed-to-negative price follow‑through despite generally constructive narratives.

Key Terms

social intelligence, ai-powered, pulse survey, brand crises

4 terms

social intelligence technical

"a leading AI-powered Social Intelligence Platform, social media has become the epicenter"

The ability to read, understand, and respond effectively to other people’s emotions, motivations, and social cues; it’s like having a reliable compass for navigating conversations, relationships, and group dynamics. For investors, social intelligence matters because it influences how company leaders handle negotiations, public statements, employee morale, and stakeholder trust—factors that affect execution, reputation, and ultimately a firm’s financial performance.

ai-powered technical

"According to new research from Sprout Social (NASDAQ: SPT), a leading AI-powered Social Intelligence Platform"

"AI-powered" describes technology that uses artificial intelligence to perform tasks, make decisions, or analyze information automatically. It’s similar to having a highly skilled assistant that can learn from data, recognize patterns, and improve over time, helping to make processes faster and more accurate. For investors, this means better insights and more efficient operations, potentially leading to smarter investment choices.

pulse survey technical

"Sprout Social's Q2 2026 Pulse Survey finds that when a brand has a controversial moment"

A pulse survey is a short, frequent questionnaire companies use to quickly measure employees’ or stakeholders’ mood and reactions—think of it as a workplace thermometer that shows whether things are heating up or cooling down. Investors pay attention because these quick checks can reveal shifts in morale, turnover risk, productivity and management effectiveness, which affect costs, business execution and the company’s financial health.

brand crises technical

"social media has become the epicenter of modern brand crises, where controversies are first discovered"

A brand crisis is a sudden, damaging event or revelation that hurts a company’s reputation with customers, partners or regulators — think of it as a stain on a well-worn shirt that everyone notices. For investors it matters because reputation influences sales, customer loyalty, legal exposure and future growth; a serious crisis can reduce revenue, increase costs, lower stock price and make recovery slower and more expensive.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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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 a few days. The findings indicate that how a brand responds during a crisis can directly impact consumer trust and future purchase behavior, making the speed, channel, and message all critical factors in reputation recovery.

Beyond crisis communication, the Q2 2026 Pulse Survey highlights the growing role social plays across the consumer journey:

• What consumers search for most on social: Consumers turn to social equally to search for product reviews, travel ideas, and news (all 30%), with restaurants and things to do being most searched (38%).
• YouTube search spans generations: YouTube is the only platform to rank among the top three search platforms across every generation, from Gen Z to Baby Boomers.
• Live events go social-first: 80% of consumers watch live events through social media, rising to 93% among Gen Z.
• 'Unhinged' marketing has limits: 47% enjoy bold, humor-driven brand content for fun categories like snacks or gaming, but find it unprofessional for serious industries like banking or tech; 24% love it universally.

For more, including consumer data on influencer trust, social search behaviors by generation, and marketing tone preferences, access the full Q2 2026 Pulse Survey here.

About the data

This consumer survey was conducted online by Glimpse, a global market research firm, on behalf of Sprout Social. Participants included 2,250 social media users across the US, UK, and Australia. The survey was conducted from May 14, 2026, to May 20, 2026.

About Sprout Social

Sprout Social is a leading AI-powered Social Intelligence platform, built on the belief that All Business is Social℠. Powered by Trellis, Sprout’s proprietary AI agent, the platform transforms real-time social media signals into actionable insights that drive business forward. Consistently recognized as a top software by G2, Sprout enables brands to deliver smarter, faster business impact through a suite of solutions including comprehensive publishing and engagement, customer care, influencer marketing, advocacy and predictive media intelligence. Sprout’s software operates across all major social networks and digital platforms. For more information about Sprout Social (NASDAQ: SPT), visit sproutsocial.com.

Social Media Profiles
www.x.com/SproutSocial
www.x.com/SproutSocialIR
www.facebook.com/SproutSocialInc
www.linkedin.com/company/sprout-social-inc-/
www.instagram.com/sproutsocial

Media Contact
Kaitlyn Gronek
Email: pr@sproutsocial.com
Phone: (773) 904-9674

FAQ

What did Sprout Social (NASDAQ: SPT) reveal about social media and brand crises in June 2026?

Sprout Social reported that social media is now the primary place consumers first hear about brand crises. According to the company, it is also where they most expect brands to respond publicly and quickly, making social central to modern crisis communication.

How do consumers prefer brands to respond to crises according to Sprout Social’s Q2 2026 Pulse Survey?

Consumers largely prefer brands to respond to crises directly on social media rather than via press releases or websites. According to Sprout Social, 64% say public responses on social are important, underscoring the need for real-time, visible communication on these platforms.

How important is response speed during a brand crisis based on Sprout Social (SPT) research?

Response speed is highly important, with 84% of consumers saying it affects how they view a crisis. According to Sprout Social, slower reactions can influence public perception, increasing pressure on brands to communicate swiftly as issues unfold online.

What does Sprout Social’s 2026 survey say about consumers returning to a brand after a crisis?

Many consumers are open to returning if the crisis is handled well. According to Sprout Social, 51% would consider buying again within a few months and 20% within days, highlighting how effective responses can support trust and future purchase decisions.

What broader social media behavior trends did Sprout Social highlight in its Q2 2026 Pulse Survey?

The survey notes consumers use social equally for product reviews, travel ideas, and news at 30%. According to Sprout Social, 80% watch live events on social, YouTube ranks as a top search platform across generations, and bold “unhinged” marketing has context-dependent appeal.

How do consumers view bold or 'unhinged' brand marketing according to Sprout Social’s findings?

Bold, humor-driven marketing is welcomed mainly in fun categories such as snacks or gaming. According to Sprout Social, 47% enjoy it there but find it unprofessional for serious sectors like banking or tech, while 24% enjoy it across all categories.