By Kimberlee Morrison on May. 10, 2016 – 5:00 PM1 Comment

Social media is a two-way conversation between consumers and businesses, but it remains a poor way to get customer service. The communication breakdown isn’t because brands are absent; most are on multiple networks. However, brands tend to see social as a marketing medium rather than a customer-service channel.

A report from social customer-relationship-management providerSprout Social examines just how much businesses are losing by not engaging with customers.

The report notes:

While brands view Facebook, Twitter and Instagram as broadcast outlets for pumping out  promotional content, consumers recognize these social channels for what they truly are: powerful  portals for two-way dialog.