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Is social media the next frontier for improving customer experience?

In early May, Sprout Social released their 2019 Index which looks at the state of, use, challenges and relevance of social media. The main findings of the report were that: Marketers struggle to create social strategies to support overall business goals. Marketers need to dig deeper to understand their audience. Consumers want to be engaged and entertained before they buy. Facebook continues to dominate the social landscape. Brands are only scratching the surface of what social can do. Given that I spend most of my time thinking about how customer service, experience and engagement can be improved, I invited Sprout Social CMO, Jamie Gilpin to have a chat about  the results and what they mean. The following are highlights from our chat: Adrian: Now, the first finding of the report states that ‘Marketers struggle to create social strategies to support overall business goals.’ Can you explain what you mean by this? Is this not a perennial struggle? Is social losing its relevance? Is it in danger of the being put in the too hard to do column? Jamie: This is an area that I get both excited and frustrated with. However, I don’t think putting social in the too hard …

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Is social media the next frontier for improving customer experience?

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