Social Media Is Now the Primary Channel for Brand Crisis Response, New Research Finds

Sprout Social's Q2 2026 research shows that social media is now the primary place consumers first learn about brand crises and expect real-time responses. 64% of consumers prefer public social media responses over press releases, and 84% say response speed directly affects their perception of the crisis. However, 51% of consumers would consider repurchasing from a brand within months if the crisis is handled effectively.