Social media has played a huge role in forcing brands to be more open, honest and communicative about their business practices — especially important for millennials, who have been raised with expectations for instant gratification and social responsibility, according to research, reports Marketing Daily, which added that “Sprout Social’s latest report shows business leaders and politicians can no longer hide behind press releases and press conferences. Social media is the No.1 communication channel of choice for transparency as ranked by millennials.

“More than one in five millennials (22%) say a CEO’s transparency on social would encourage them to consider a career with that employer in the future.

“Thirty-six percent of consumers attribute the increasing value of transparency to social making it easier to monitor a company’s practices.”

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