Study: Customers want businesses to be transparent on social media

With the rising tide of fake news and misinformation, consumers value honesty and authenticity more than ever. Here’s why being forthright in your messaging helps your bottom line.

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It can be tempting to blur the truth.

In the modern information ecosystem, with clickbait headlines and constant advertising bombardment, PR pros can be lured into bad behavior to get their message in front of consumers.

Despite the conventional wisdom that lying to consumers will catch up to your brand, some PR pros are still willing to dabble in tactics considered off-limits by most communicators. However, there’s a real cost to gambling with your brand’s credibility.

A new study from Sprout Social reveals that 86 percent of consumers believe transparency from businesses is more important than ever before—and many say that companies aren’t nearly transparent enough on social media.

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