Social media management involves leveraging the influence of social media to support a company’s marketing objectives, business growth, and brand image. This entails the concrete implementation of a dedicated social media strategy. The specific aspects of social media management vary across different sectors; for example, a media outlet might prioritize content sharing, while a pharmaceutical company would place greater emphasis on monitoring online reactions. Key social media management activities include managing online communities, advertising on social platforms, influencer marketing (particularly B2B), data analysis, competitive intelligence, and more. This cross-functional role within a company raises various strategic issues. It can be entrusted to a dedicated manager and may require the use of specialized tools and the creation of tailored content.