Social media management includes tracking customer activity on social media, which helps an organization plan strategies and gain insights. In addition, it allows companies to track competitors’ actions. Further, social media management platforms help users with various information about social media users, including their perceptions, expectations, and needs. Handling and managing social media also includes engaging and interacting with social media users. Social media management functions as a platform for interacting with a target audience and spreading content across social media channels such as Instagram, Facebook, LinkedIn, Youtube, and Pinterest. Social media management will offer new opportunities for companies to increase their reach and visibility.
Adobe; IBM Corporation; Google LLC; Oracle Corporation; and Salesforce.com, inc. – Prominent Market Participants in Social Media Management Market
Factors such as an increase in focus on the competitive intelligence, increase in need for search return on investment (ROI) for social media strategy, enhancement of customer experience with social media management, and increase in user engagement of social media using smartphones are influencing the social media management market growth. However, the regulatory and compliance constraints and complexities in the management workflow are restraining social media management market growth. Moreover, the voluminous data generation through social media platforms, increase in cloud adoption trends, and high adoption rate of social media management solutions among small and medium-sized enterprises (SMEs) are among the factors contributing to the social media management market growth.
Adobe; IBM Corporation; Google LLC; Oracle Corporation; and Salesforce.com, inc. are the five key market players operating in the global social media management market. The social media management market is highly fragmented and competitive due to occurrence of huge number of small scale and medium scale manufacturers in both developed and developing economies. The top 5 market players are majorly focusing on various organic and inorganic growth strategies to survive in the social media management market. Such as, innovation of new technologies to offer enhanced product portfolios to the customers, merger and acquisitions, and expansion strategies.
Most of the market initiatives were observed in the North America region, which have a high potential of social media management providers. Few of the important market initiatives and product developments from the industry are mentioned below:
| Year | News | Region |
| 2022 | Google has announced the launch of an updated Search Ads 360 platform, which will provide more management options for your Google Ads campaigns, in a more streamlined, integrated platform, while also incorporating Google’s latest advanced advertising features. | North America |
| 2022 | Zoho Corporation has launched “Zoho Marketing Plus”, a marketing campaign. This new platform will improves digital marketing strategies and better customer experiences. | North America |
