Social insights fail to reach decision-makers: Here’s what the numbers say

▤ Summary

Sprout Social's "The Intelligence Gap" report finds 93% of industry professionals consider social media data collection important, yet only 36% use those insights to inform decisions outside marketing, creating cross-functional data silos. Respondents cited real impacts from missed or misused social data, including missed cultural shifts (33%), delayed product or messaging changes (24%), and lost market share (21%). Confidence in using social intelligence is low—only 17% feel "extremely confident"—and ownership of measurement is fragmented across social, analytics, marketing, product and other teams. The report also notes social data delivers faster insights (74%) and that AI could help sort signal from noise, but organizations need better translation and governance to move insights to decision-makers.

▦ Linked Companies

Sprout Social, Inc.

$100M to $250M