Sprout Social Introduces New Product Enhancements to Boost Marketing Efficiency, Gather AI-powered Insights, and Improve Social Customer Service

Sprout Social, a leading provider of social media management software, has rolled out a range of new features and AI-driven innovations designed to enhance its platform’s usability, improve its integrations with Salesforce and key social networks, and streamline marketers’ work. These updates, which will be showcased in the upcoming Breaking Ground quarterly event, aim to help marketers stay agile and deliver greater business value.

Customer service is more critical than ever, as poor experiences can cost businesses trillions globally. In today’s world, social media has become the go-to place for customers seeking support. Recent studies reveal that 80% of consumers now turn to social media for customer service more than they did a year ago, with Gen Z leading the charge. However, managing the vast amount of social interactions can be overwhelming, which is where AI becomes essential.

The new features introduced by Sprout Social are designed to help marketing and customer care teams turn social interactions into a competitive edge. A key feature, Associated Messages, provides a complete historical overview of a customer’s public and private interactions, enabling teams to respond quickly and accurately. The AI-powered Message Intent Classification prioritizes high-urgency messages, allowing teams to address critical issues first. Additionally, the integration of automated case management tools and upcoming AI features within Salesforce Service Cloud will further reduce manual workload, giving teams more time to nurture customer relationships.

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“Social media has evolved beyond just a marketing tool—it’s now the primary non-traditional customer service channel,” says Erika Trautman, Chief Product Officer at Sprout Social. “Social engagement impacts every aspect of a business, and we are committed to developing tools that help teams work more efficiently and maximize the potential of their social platforms.”

The rise of platforms like Threads, which now has over 130 million active users, presents new opportunities for brands with the right strategies. Sprout’s integration with Threads allows marketers to moderate and respond to comments directly within the platform, keeping brands ahead in the ever-changing social landscape.

In addition to these innovations, Sprout Social has introduced AI-powered tools that allow teams to showcase the impact of their efforts and make data-driven decisions faster. Key updates include:

• Analyze by AI Assist: Generates executive-level insights for reporting widgets, helping teams quickly grasp performance metrics and providing AI-driven analysis.
• Conversation Breakdown Widget: Uses new data lenses, like sentiment analysis, to give a detailed view of social conversations, allowing faster identification of trends.
• Comment Sentiment in Reports: Tracks positive, negative, and neutral comments to help marketers understand audience reactions and improve future strategies.

“Analyze by AI Assist has been a game-changer for me,” shares Erika Bufford, Social Listening and Reporting Assistant at Tesco. “What used to take hours—identifying trends, measuring performance, and generating insights—can now be done in minutes. It’s been a tremendous help!”

Looking ahead, Sprout Social plans to introduce new LinkedIn integrations that will allow brands to manage LinkedIn DMs directly through its platform and uncover fresh listening data insights. These developments aim to address the growing challenges B2B marketers face on LinkedIn, offering improved engagement and reporting solutions.