Core Insights - Sprout Social has introduced new innovations to its Care by Sprout Social solution, aimed at enhancing proactive, secure, and insights-driven social care for brands, transforming support into a strategic business driver [1][6][7] - The importance of social media in product discovery and purchasing is emphasized, with 73% of consumers indicating they would switch to a competitor if their inquiries are not addressed on social platforms [2][3] Innovations and Features - Key innovations include additional bot channels, customizable workflows, compliance and governance capabilities, and enhanced reporting functionality [6][7] - Upcoming AI agent integration will allow for quick resolution of routine inquiries, enabling human agents to focus on more complex tasks [7] - New governance and compliance features will help brands manage complex social care cases while ensuring customer data protection [7] Strategic Importance - Social care is identified as a key differentiator that influences purchasing decisions and brand loyalty, with companies like ScottsMiracle-Gro recognizing its strategic imperative [3][5] - The innovations provided by Sprout Social are designed to help brands exceed customer expectations and turn social care into a powerful driver of business outcomes [3][5]