The Social Technology Convergence Stalls Out

June 4th, 2021

Jessica Liu Principal Analyst

Sarah Dawson

With contributors:

Emily Collins , Shynise McElveen , Christine Turley

Summary

The convergence of social media management solutions, social listening platforms, social advertising technology (adtech), and other social tech categories has stalled. B2C marketers must continue to cobble together multiple social tech platforms to meet their listening, organic publishing, advertising, and customer response needs — plus any niche secondary needs such as influencer marketing or employee advocacy. This report helps marketers identify which social technologies they need to execute their companies’ social media programs.

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