It’s time to dissolve the lines between marketing and customer care

[shaownhasan]

Social is the through line that connects current and future customers. It’s where those considering your brand can see first-hand how you treat and interact with those who have chosen your brand.

More than three-quarters (88%) of business leaders agree that social data and insights are critical to delivering exceptional customer care and supporting customer retention.

A text-based graphic that says, “88% of business leaders agree social insights are critical to delivering exceptional customer care.”

Leaders cite customer service as the #1 area currently informed business owner data by social media data and plan on using it to support the function to a greater degree over the next three years. Despite this ongoing partnership, 71% agree that most companies lack a strong social customer care strategy.

This gap should raise a red flag for leaders everywhere. In the coming years, having a “strong” approach to customer care won’t be enough. It needs to be exceptional.

Rapid developments in technology lead to rapid developments in consumer expectations. We’re at an inflection point that will reveal which brands will set the standard for the years to come. The advent of AI isn’t just an opportunity to refine existing processes—it’s an opportunity to create innovative customer experiences.

Change is scary, but it can also be an opportunity. Make no mistake, the current state of social media is exciting. Additional investments in social teams and tools will do more than just build stronger social strategies. It will catapult brands into their next phase of growth.

For more findings on how business leaders plan to embed social insights throughout their organizations, download The 2023 State of Social Media Report today.


From TikTok to Facebook, global social media usage is booming at 4.89 billion people—that’s more than half the entire world population. And while not all of these audiences are using social media to interact with businesses, a significant number are. According to social media marketing statistics, social plays a vital role for businesses: