Ah social media. Because the outdated saying goes, “can’t stay with it, can’t stay with out it.” Social media platforms have developed (RIP, Vine), and so have the professionals and cons that include them.
Not so way back, manufacturers and executives nonetheless puzzled whether or not they wanted to be on social media in any respect. However instances have modified. Now, social media has gone from a “good to have” to a “must-have” for companies, because it has change into a core place for audiences to attach, get updates on present occasions and seize moments. The truth is, The 2025 Sprout Social Index™ discovered that though many shoppers are already “chronically on-line,” 30% plan to make use of social media extra this yr, whereas 56% plan to keep up their present utilization.
Social media is, with out query, mandatory for your corporation. However there are execs and cons that manufacturers and social professionals should grapple with. It’s a spot the place folks of all ages, areas and pursuits converge—issues are sure to get sophisticated. Let’s speak by means of what a few of these appear to be, and how you can strategy them to make the proper choices in your social technique.
The professionals of social media for shoppers
It’s straightforward for the negativity round social media to overshadow its advantages. And there are many “execs” to rejoice. Let’s get into why social media is nice, and the constructive influence of social media on our lives.
It’s a spot to attach with mates, household and friends
With 5.4 billion social media customers worldwide, social media allows you to attain folks everywhere in the world—regardless of the place they’re. And the folks we’re most eager to attach with are our mates, household and friends.
In keeping with Q2 2025 Sprout Pulse Survey knowledge, customers’ #1 motivation for making an attempt new networks is that their family and friends are already there. The social in social media nonetheless issues, even when networks look completely different than they as soon as did.
It’s leisure
The 2024 Content material Technique Report discovered that leisure is the highest cause folks use most social networks. For Gen Z particularly, social media has surpassed conventional channels for leisure—and different generations are rapidly catching up.
This yr alone introduced us viral moments like McDonald’s reviving the Snack Wrap, the crusing cat Phoenix and his human Oliver, and Love Island-induced world hysteria.
Past the viral, social additionally connects folks round shared pursuits. Area of interest communities like BookTok present how joyful and inclusive the web could be.
It’s having a constructive influence on monetary choices
Social media is taking part in a job in serving to younger folks make smarter monetary choices. The truth is, 62% of Gen Z and 53% of Millennials say social has positively impacted their monetary choices, in response to the Q2 2025 Pulse Survey.
That’s partially due to FinTok, the worldwide group born on TikTok that makes monetary data extra accessible and digestible than ever earlier than. (To not point out monetary creators like Tori Dunlap, Marc Russell and lots of extra.)
However it’s additionally as a result of, by means of social search and discovery, we’re capable of analysis merchandise extra totally. The identical Pulse Survey discovered that one in three shoppers seems to be for product suggestions on social. We additionally obtain trusted product suggestions from our favourite influencers—making it simpler to really feel good after we hit “add to cart.”
It will possibly enhance psychological well being
In keeping with the Q2 2025 Sprout Pulse Survey, 60% of all social media customers say social has had a internet constructive influence on their psychological well being over the past six months. This jumps to 71% for Gen Z and 68% for Millennials.
Social can be an outlet and wanted escape, whereas nonetheless creating connection and combating emotions of isolation. Teenagers specifically have a tendency to make use of social media to search out psychological well being sources.
It additionally serves as a spot for folks to search out group with these going by means of related struggles, like dealing with continual diseases, transferring to a brand new metropolis or navigating different massive life transitions.
It promotes social change
Social media has confirmed that it could possibly change the world. The Arab Spring is without doubt one of the earliest examples of social media facilitating real-world protests. On-line networks facilitated organizing teams of activists, and performed a key function in speaking what was happening to the world. Since then, there are numerous different examples, from geopolitical crises to local weather change to native activism.
Social media has made it simpler for extra folks to become involved in social revolution. And it’s additionally enabled large-scale studying for many who had been beforehand unaware of social points—hashtags like #BlackLivesMatter have change into digital assembly locations and rallying cries for social change.
It’s a supply of real-time information and knowledge
Sprout’s Q1 2024 Pulse Survey discovered that social is now shoppers’ high supply for breaking information, notably for occasions unfolding in real-time (suppose presidential elections or pure disasters).
That’s notably vital for companies and organizations within the public sector. Social media has eliminated a wall between leaders and their constituents—creating an “always-open discussion board” the place constituents’ can voice their questions and considerations. Authorities entities are additionally capable of attain constituents with the newest updates, like how the Chicago Transit Authority shares transportation information.
Throughout a disaster, social media supplies an area for much-needed, real-time updates for most of the people, like how the U.S. Coast Guard used social in response to Hurricane Helene.
Social has additionally created a possibility for entities and leaders alike to humanize themselves, foster group and share group updates—and triumphs. In some instances, official social media channels tackle a persona of their very own, just like the Victoria Police.
The professionals of social media for entrepreneurs
Social media is redefining the connection between manufacturers and shoppers for the higher. Listed here are a few of the high advantages it’s best to have in your radar.
Will get you in entrance of potential prospects
Social is now the #1 approach shoppers uncover new merchandise, per the Q1 2024 Sprout Pulse Survey. That is very true for youthful generations, as 41% of Gen Z use social media to look earlier than conventional engines like google, in response to the Q2 2025 Sprout Pulse Survey.
Optimizing content material for social search engine optimization ensures manufacturers present up the place shoppers are actively wanting.
Delivers sooner assist and buyer care
Social is the go-to channel for manufacturers to attach with shoppers. In the event you’re not utilizing it to speak with them, you’re lacking an opportunity to construct relationships.
Particularly when you think about that greater than three-quarters of shoppers count on a response inside 24 hours, per the Index. One other 73% say if a model doesn’t reply on social, they’ll purchase from a competitor subsequent time.
Answering questions, responding to feedback and acknowledging complaints could appear easy. However it may be big in your popularity—responsiveness results in a extra favorable view of your organization.
Leveling up your social buyer care goes a great distance. And utilizing a software like Sprout’s Sensible Inbox characteristic makes responding rapidly to your viewers straightforward by funneling feedback and messages from your whole social media channels right into a central, streamlined hub in your group.
Helps you construct and nurture a group
Social affords a spot for manufacturers to construct and nurture a real group, and that’s what your viewers desires, too.
Viewers interplay is the #1 factor shoppers need manufacturers to prioritize on social in 2025, per the Q2 2025 Pulse Survey. The Content material Benchmarks Report backs this up. Although manufacturers’ posting frequency barely decreased in 2024, engagement went up year-over-year due to a higher deal with high quality content material and 1:1 viewers interplay.
Whereas some manufacturers misread “constructing group” to imply launching an unused Discord server, it really means displaying your viewers you get them. That you just’re in on their jokes, perceive their area of interest pursuits and suppose like they do.
For instance, stunning and delighting a member of your viewers with the precise surprising deal with they’d need exhibits your whole group how a lot you worth and hearken to them. Like when Marriott Lodges returned “Lamby” to a visitor who left the beloved stuffed animal at their Hawaii resort, plus a certificates for a three-night keep. The hassle was a large hit (not solely as a result of this writer has her personal “Lamby”), however as a result of it confirmed simply how a lot the hospitality model actually cares about their friends.
Extends your attain by means of model advocates
Model advocacy is without doubt one of the most tangible social media advantages for manufacturers. When influencers, prospects and staff share content material on behalf of your model, it amplifies your attain and underscores your credibility.
Greater than half of entrepreneurs say they already depend on influencer advertising and marketing to extend model consciousness, viewers engagement, credibility and belief, and even income, per the Q1 2025 Sprout Pulse Survey. One other 83% of entrepreneurs say that sponsored influencer content material generates extra conversions than natural posts from their model account. Why? Folks belief influencers greater than conventional PR and promoting techniques.
However it’s crucial to vet influencers you’re employed with and supply model companions that appear like a pure match, which is less complicated with an answer like Influencer Advertising by Sprout Social.
On the identical time, 48% of shoppers wish to see the folks behind companies, per the This autumn 2023 Sprout Pulse Survey. When staff submit about your model on social, it influences whether or not prospects will work with you and candidates will be a part of your organization.
At Sprout, we depend on worker advocacy to develop consciousness. Our employee-shared posts generate extra attain than all of our natural channels mixed. Through the use of Sprout’s Advocacy answer, our whole group can share compliant model content material with only a few clicks.
Collectively, these types of model advocacy let entrepreneurs scale attain past their inside bandwidth, turning staff and influencers into springboards for earned media and improved ROI.
Presents a steady feed of real-time intelligence
Social media is an always-on focus group. And social media crowdsourcing—or turning to social for viewers opinions, concepts and sentiment—is a robust approach to enhance your content material, merchandise and your corporation as a complete.
Social media makes this straightforward in just a few methods. Social listening collects and analyzes conversations throughout completely different networks to attract helpful, actionable enterprise insights. With social listening, you possibly can entry buyer insights, market intelligence and direct voice of buyer knowledge.
Sprout Listening leverages AI to uncover these insights at scale. Whereas native instruments make it arduous to trace efficiency traits, spot shifts in buyer habits, or monitor conversations about your model and trade, our platform mines and analyzes excessive volumes of knowledge in seconds. Giving social groups extra time to socialize their precious learnings and fine-tune their technique.
The cons of social media
Naturally, we love social media. However we’re not going to disregard the digital elephant within the room: Social media isn’t all the time constructive.
On this part, let’s transcend answering the query “why is social media dangerous?” and dive into just a few methods you possibly can curb its detrimental influence—for your self, your model and your viewers.
Misinformation
You already know that social media algorithms fill feeds with posts primarily based on relevance—not essentially recency.
From a enterprise perspective, this sort of feed makes it tougher to get your content material in entrance of individuals with out spending cash. From an viewers perspective, once you’re solely proven posts primarily based on what you’re already enthusiastic about, a “filter bubble” is shaped. That is the place you solely ever see matters and viewpoints you’ve already expressed curiosity in.
At its finest, this limits you from studying new issues. At its worst, filter bubbles make it too straightforward to low cost opinions apart from your individual, and for misinformation to unfold. Particularly on condition that inflammatory posts rack up algorithm-appeasing engagement sooner—even when they’re false. That’s a part of the rationale why bans for kids below 16 are being proposed worldwide.
As misinformation continues to unfold at alarming charges, shoppers need manufacturers to step in. The Index discovered that 93% of shoppers agree manufacturers must do extra to fight misinformation on social.
What you are able to do: To keep away from your individual filter bubble, modify your feeds. Fb and Instagram mean you can modify your newsfeed settings from algorithmic to chronological.
When sharing or researching content material in your model’s channels, scrutinize your sources to restrict consuming, or spreading, misinformation. Additionally use social media listening to assist flag and squash misinformation about your model earlier than it spreads.
Lack of privateness
Public social accounts put our identities on show. And that may influence our sense of self and properly being—being not sure what folks actually consider us on-line can result in stress and anxiousness.
However on the technical facet, lack of privateness means your private data is weak, and can be utilized towards you. And this will have actual world implications (suppose: the Tea courting recommendation app), can result in knowledge breaches and extra.
Persons are rightfully nervous about this. In keeping with the Q3 2025 Sprout Pulse Survey, shoppers say one of many issues they’re most involved about manufacturers doing on social is mishandling their knowledge. As a social media skilled, you’ve your individual privateness to fret about, in addition to the privateness of your corporation accounts and buyer knowledge. Failure to adjust to client knowledge privateness legal guidelines like GDPR can have catastrophic penalties.
What you are able to do: There are a lot of methods you may make your accounts safer:
- Use multi-factor identification and complicated passwords: This has change into a finest follow. Additionally keep in mind to make use of completely different passwords for various accounts.
- Make your individual social accounts non-public: This can be a given to restrict who can see your data.
- Discover privateness options provided by every social platform: For instance, you possibly can stop folks from downloading your TikToks. And Instagram means that you can restrict who can see your profile, or whether or not folks can see that you simply’re energetic. Discover every platform and what they provide to bolster your safety.
- Make a behavior to vary passwords: Do that repeatedly for a safety enhance.
- Retailer passwords securely: If you should save passwords, new and outdated, use an official password supervisor that may hold them safe and restrict entry, whereas permitting you to share passwords with those that want them.
- Watch out about utilizing accounts with third-party websites or apps: “Log in with Fb” is handy, nevertheless it additionally opens extra doorways to your knowledge. Restrict the third-party sources you give entry to.
- Use social media administration instruments that automate client knowledge safety: Guardian by Sprout Social makes use of AI-driven instruments to securely deal with your prospects’ knowledge, personalize your interactions, and improve your model security by implementing knowledge masking, safe kinds and blocked phrases.
Rising AI ethics considerations
The rise of AI in content material has raised moral considerations about transparency and fact. Whereas social media was once primarily human-led, the incorporation of AI content material creation instruments has blurred the traces between what’s actual and what isn’t.
And, with out moderation, AI outputs could be biased, inaccurate and offensive, additional dividing folks on-line.
Not solely does AI content material fire up misinformation, it additionally raises questions on plagiarism, privateness and mental property. Most generative AI fashions are skilled on huge datasets scraped from the web. Manufacturers who use AI content material creation instruments may be copying the work of small artists with out even realizing it, and people who don’t disclose their AI use danger wanting untrustworthy.
The Q3 2025 Sprout Pulse Survey discovered that not disclosing AI-generated content material is tied because the #1 concern shoppers have about manufacturers on social. One other 55% say they’re extra prone to belief manufacturers which are dedicated to publishing content material created by people as a substitute of AI.
What you are able to do: Whereas dabbling in AI content material era isn’t strictly off-limits, it requires shut monitoring to remain inside moral guardrails.
When unsure, use AI to deal with tedious duties, so you’ve extra time for the work that issues most—like creativity, technique and constructing significant creator relationships.
Burnout
While you work in social media, it’s straightforward to really feel like you should be “all the time on.” The truth is, the Index discovered that 94% of social media entrepreneurs consider they should be chronically on-line to work within the trade.
The battle towards burnout can really feel like treading water. You’re bombarded by algorithm adjustments, detrimental feedback, the fixed information cycle, to not point out so many rising networks and altering content material codecs—one thing 53% of latest survey respondents mentioned was a significant problem when scheduling and planning content material.
Not each social group has the assist they want for profession development, and fewer sources means extra churn and burn.
What you are able to do:
- Restrict your social media utilization: Taking social media breaks at dwelling or doing a social detox after hours will help you reset.
- Set boundaries: You’ve got a content material calendar and social media priorities—stand by them, set boundaries and defend your time with regards to what you submit.
- Divide up the work: Even a big social group can get burnt out. The truth is, social media groups mark bandwidth as one in every of their primary struggles. Consider how your work is split up, and the place you possibly can supply extra assist.
- Create a response protocol: Pre-written response templates and guides make monitoring sooner.
Use the professionals and cons of social media to tell your technique
Social media is way from excellent. However it’s a part of our world. Whereas there’ll all the time be dangers, there are such a lot of methods to emphasise the constructive influence of social media—in your model, your viewers and for your self.
Make social media your ally. Discover ways to get essentially the most out of the digital house all of us occupy by leveling up your social media advertising and marketing with The 2025 Sprout Social Index.™
