Some 81% of consumers say brands have a responsibility to be transparent on social media, according to recent research from Sprout Social.

The report was based on data from a survey of 1,000 consumers in the United States.

More than half (55%) of respondents say brands are only somewhat transparent on social media; some 30% say brands are not at all transparent; and 15% say brands are very transparent.

Respondents say brands can demonstrate transparency on social media by admitting mistakes (61% say so), honestly responding to customer questions (58%), and being open about product/service pricing (45%).

Consumers say brands demonstrate a lack of transparency on social media when they withhold information (69%) and ignore customer questions (68%).

About the research: The report was based on data from a survey of 1,000 consumers in the United States.