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The State of Social Care 2026

In this research report by B Squared Media, learn what “social care” really means in 2026, why it matters, and how to make it work for your team and your bottom line.

state of social care 2026 report

How customer support actually shows up on social today

Social media has become one of the most visible customer touchpoints organizations manage. Yet for many teams, social care still operates without clear ownership, consistent standards, or a shared understanding of what “good” looks like.

The State of Social Care 2026 is an original research report examining how customer support functions on social channels today, based on observed response behavior, operating models, and real-world social care practices across complex, high-trust environments.

This report does not speculate about trends. It documents what is already happening.

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What This Report Covers

Inside the report, you will find a practical view of how social care is currently functioning, including:

  • A social care maturity model based on real operating behaviors
  • Common response and escalation patterns that create inconsistency
  • Where intent, risk, and trust signals appear in inbound social conversations
  • How leading organizations structure social care across teams and channels
  • Why many teams feel busy on social but still lack actionable insight

The goal is not to rank organizations, but to provide a clear framework for understanding where social care supports the business and where it quietly introduces friction.

Who This Report is For

This report is designed for leaders and practitioners responsible for customer experience, social care, digital operations, and brand trust.

If your role involves managing customer interactions on social platforms, coordinating between marketing and support teams, or making decisions in regulated or high-stakes environments, this research will be relevant to you.

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How This Research Was Developed

The State of Social Care 2026 is grounded in direct observation and analysis of social care activity, including response behavior, conversation flow, escalation handling, and intent signals within inbound social interactions.

It reflects patterns seen across enterprise organizations where social care is already happening at scale, often without a unified operating model or shared measurement framework.

Social care is not an extension of marketing.

It is customer support operating in public, and it requires the same operational rigor and leadership attention as any other critical service function.