MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Social Disconnect Between Brands & Consumers
Release Date: April 28, 2025
Host: Benjamin Shapiro
Guest: Scott Morris, Chief Marketing Officer at Sprout Social

Introduction

In this enlightening episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a deep conversation with Scott Morris, the Chief Marketing Officer at Sprout Social. The discussion centers on the "Social Disconnect Between Brands & Consumers," exploring the evolving dynamics of social media as a marketing tool and the shifting expectations of consumers.

Research Objectives and Methodology

Scott Morris introduces the Sprout Social Index Survey for 2025, detailing its purpose: to uncover the latest trends in social culture and predict their implications for brands. The research surveyed a diverse group, including consumers, social media practitioners, and marketing leaders, aiming to bridge the gap between brand strategies and consumer expectations.

"Our goal was to determine what consumers want to see from brands on social media so that marketers can better understand what will resonate most with them."
— Scott Morris [02:31]

Evolving Role of Social Media

Morris highlights a significant shift in how social media is utilized:

1. Primary Source for Trends and Culture:

   • Consumers now view social media as the number one source for staying updated with trends and online culture, surpassing friends, family, TV, and streaming platforms.

   "Social media has become a primary search engine for consumers... TikTok is actually the number one search destination for Gen Z."
   — Scott Morris [04:33]

2. Search and Discovery Engine:

   • Platforms like TikTok, Instagram, and YouTube are not just for browsing but are actively used for searching and discovering information, influencing purchasing decisions.

3. Complementary to Traditional Search:

   • Social media increasingly complements traditional search engines, with platforms like Reddit becoming key destinations for in-depth information.

Impact of Artificial Intelligence (AI)

AI plays a dual role in the evolving social media landscape:

1. From the Brand's Perspective:

   • AI aids marketers in providing timely, personalized responses and managing vast amounts of social data.

   "AI can definitely help marketers by providing timely personalized responses."
   — Scott Morris [08:17]

2. From the Consumer's Perspective:

   • Consumers exhibit mixed feelings about AI, with younger generations like Gen Z being more open to AI influencers and AI-generated content, provided there is transparency.

   "Consumers want to understand when it's AI and when it's not. Transparency is key."
   — Scott Morris [09:18]

Consumer Expectations vs. Brand Practices

A central theme of the episode is the disconnect between what brands believe consumers want and the actual desires of consumers:

1. Consumer Priorities:

   • Personalized and Quick Interactions:
     Consumers expect brands to respond swiftly and personally, especially when addressing customer service issues.

     "Consumers want really quick but personalized communications... three-quarters expect a response within 24 hours."
     — Scott Morris [10:30]

   • Customer Service Over Traditional Marketing:
     While brands often focus on content creation for marketing purposes, consumers primarily engage with brands for customer service and problem resolution.

2. Brand Shortcomings:

   • Overemphasis on Trend-Jacking:
     Brands often attempt to participate in every viral trend, leading to inauthentic and cringe-worthy content that doesn't resonate with consumers.

     "Consumers are very split on whether brands should jump on every trend or not. About a third think it's embarrassing."
     — Scott Morris [19:16]

   • Burnout Among Social Media Managers:
     The pressure to stay constantly updated and engage with every trend leads to significant burnout among marketers.

     "94% of social media practitioners feel they need to be online 24/7 to succeed."
     — Scott Morris [20:30]

Best Practices for Brands

To bridge the gap between brands and consumers, Scott Morris offers several actionable insights:

1. Platform Diversification:

   • Presence Across Multiple Social Channels:
     Brands should maintain a strong presence on key platforms like Facebook, Instagram, TikTok, YouTube, and X to meet audiences where they are.

     "Platform diversification is crucial to reach audiences authentically on each network."
     — Scott Morris [18:23]

2. Balanced Content Strategy:

   • Cultural Relevance Without Overextension:
     Brands must balance staying culturally relevant without attempting to chase every trend, thereby maintaining authenticity.

     "Brands should deeply understand the nuances of online culture rather than just participating in every trend."
     — Scott Morris [19:26]

3. Leveraging AI and Technology:

   • Enhancing Customer Interactions:
     Utilizing AI can help brands deliver personalized and timely responses, enhancing the overall customer experience.

4. Focus on Customer Service:

   • Prioritizing Responsiveness:
     Brands should treat social media as a primary customer service channel, ensuring swift and meaningful interactions.

Real-World Application: Traeger Example

Benjamin Shapiro shares a personal anecdote to illustrate the importance of effective social media customer service:

"I bought a grill from Traeger, had issues, and after eight hours of back-and-forth with their customer service, I turned to Twitter. They responded promptly, provided a solution, and resolved my problem. I felt seen and heard."
— Benjamin Shapiro [12:30]

This example underscores the value of swift and genuine engagement with customers on social platforms.

Conclusion

The episode wraps up with a synthesis of the discussions, emphasizing the need for brands to align their social media strategies with consumer expectations. By focusing on personalized interactions, maintaining platform diversification, and leveraging AI responsibly, brands can foster stronger relationships with their audience.

"There is a disconnect between what consumers want and what brands want. Our job as marketers is to bridge that gap by focusing on customer experience and authentic engagement."
— Benjamin Shapiro [22:49]

Key Takeaways

• Social Media as a Primary Information Hub:
  Consumers rely heavily on social media for trends, search, and discovery, surpassing traditional sources.

• AI's Dual Role:
  While beneficial for brands, AI must be used transparently to meet consumer acceptance, especially among younger demographics.

• Customer Service Priority:
  Quick and personalized responses on social media are paramount for consumer satisfaction and loyalty.

• Authentic Engagement Over Trend-Chasing:
  Brands should prioritize understanding cultural nuances over attempting to participate in every trend to avoid appearing inauthentic.

• Preventing Marketer Burnout:
  Sustainable social media strategies should balance trend engagement with thoughtful, intentional content creation.

Resources

• Scott Morris' LinkedIn Profile: [Link in Show Notes]
• Sprout Social's Research: sproutsocial.com

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