Social Media Crisis Management Market Size & Share, by Service Type (Crisis Communication Services, Monitoring and Alerting Services, Consulting Services, Reputation Management Services, Data Analytics and Reporting Services, Training Workshops); Deployment Mode; Organization Size; End user - Global Supply & Demand Analysis, Growth Forecasts, Statistics Report 2025-2037

  • Report ID: 6480
  • Published Date: Sep 26, 2024
  • Report Format: PDF, PPT

Global Market Size, Forecast, and Trend Highlights Over 2025-2037

Social Media Crisis Management Market size is assessed at USD 2.9 billion in 2024 and is poised to exceed USD 33.1 billion by the end of 2037, growing at over 22.5% CAGR during the forecast period i.e., between 2025-2037. In 2025, the industry size of social media crisis management is estimated at USD 3.5 billion.

The social media crisis management market growth is attributed to the increase in businesses leveraging social media platforms as primary channel for communication and engagement. Due to the social media boom in recent years, businesses face challenges in reputation management, negative public relations, and tackling misinformation leading to rising demands for social media crisis management solutions.

Social media use has grown manifolds and brands have made it a point to use social media to showcase their brand voice, product launches, engage in marketing campaigns, and offer press releases. As of April 2023, the University of Maine study ranked Facebook, YouTube, WhatsApp, Instagram, and WeChat as the social media platforms with the most active users. The university conducted a study stating that there are 4.8 billion social media users worldwide across various platforms, attributing to 59.9% of the global population and 92.7% of global internet users. The study reported 150 million new social media users between 2022 and 2023 indicating a 3.2% increase per year with a global average time of 2 hours and 24 minutes spent on social media sites. Moreover, the COVID-19 pandemic also boosted social media usage which was already at an all-time high.

The rising dependency of businesses on social media platforms inevitably increases the risk of crisis. Businesses are actively seeking to reduce the time between the first warning of crisis and the response plan being deployed. To address the challenges of preparing effective social media crisis management plans, numerous firms are offering robust plans to increase the competitiveness of the market. As more businesses invest in building a strong social media presence, the demand for effective crisis management is projected to boom leading to considerable social media crisis management market growth.


Social Media Crisis Management Market Overview
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Social Media Crisis Management Services Sector: Growth Drivers and Challenges

Growth Drivers  

  • Rise of cancel culture and social media activism: The social media boom has led to the rise of the cancel culture phenomenon. Social media activism can also negatively impact businesses if their practices are not aligned with the interests of a group with a strong social media presence. It is crucial to navigate with care if a brand face cancel culture attacks or its reputation may be harmed affecting sales. Individuals are also not immune to cancel culture and seek professional social media crisis management solutions to create an action plan to navigate the backlash. For instance, in 2022, Red Bull faced massive backlash for a social media post that was labeled as insensitive to the LGBTQ community. As social media reach and usage increase, brands will look into social media crisis management services to mitigate solutions to online campaigns targeting them.
  • Advancements in predictive analytics and monitoring: Rapid improvements are made in artificial intelligence (AI) tools and machine learning (ML) technology to increase the efficacy of predictive analysis and real-time monitoring. Social media crisis management firms are now leveraging AI tools to analyze vast amounts of data to identify potential crisis triggers before they occur. Real-time monitoring tools can allow businesses to take immediate action if a social media post faces undue backlash, decreasing the time between the crisis and action. Additionally, businesses are increasingly demanding professional solutions to create action plans to navigate during events such as Pride Month and Black History Month. For instance, in April 2024, Emplifi launched 10 new social media customer care tools.
  • Heightened risks of viral spread of misinformation: Social media as a tool enables greater reach for brands. The average usage of social media has been increasing with time and due to the heightened reach, any gaffe or mishap also can go viral in minutes. The rapid and real-time nature of social media platforms can make it challenging for brands to control the narratives during a crisis increasing calls for crisis management services to monitor and respond quickly. As per a Forbes report in July 2024, brands that fail to react effectively to negative stories going viral can lose trust and sales in the aftermath. Additionally, it can also be beneficial if brands do not immediately respond but assess the progress of narratives, and to do that, social media crisis management services can prepare effective action plans to mitigate any further risks.

Challenges

  • Managing cross-platform crisis: Social media crisis can span multiple platforms such as Facebook, Instagram, X (formerly Twitter), TikTok, LinkedIn, etc. Each platform has diverse audiences with different engagement trends and user behavior. Maintaining a unique brand tone across different platforms while devising an effective social media crisis management strategy can be challenging. For instance, constraints in character limits and content formats can dilute the uniformity of action across various platforms. For instance, in 2021, the investing app Robinhood was at the center of a social media controversy after freezing trades for GameStop. The backlash started in Reddit and soon spread like wildfire to other social media platforms requiring effective strategies to mitigate the negative press.
  • Rising AI and deepfake threats: The rise of artificial intelligence has made it easier to create deepfakes that can be used to harm a brand’s reputation. The lack of efficient fact-checking on social media platforms can lead to deepfakes going viral significantly denting the reputation of a brand. Social media crisis management services are constantly navigating the rising challenges.  

Social Media Crisis Management Market: Key Insights

Base Year

2024

Forecast Year

2025-2037

CAGR

22.5%

Base Year Market Size (2024)

USD 2.9 billion

Forecast Year Market Size (2037)

USD 33.1 billion

Regional Scope

  • North America (U.S., and Canada)
  • Asia Pacific (Japan, China, India, Indonesia, Malaysia, Australia, South Korea, Rest of Asia Pacific)
  • Europe (UK, Germany, France, Italy, Spain, Russia, NORDIC, Rest of Europe)
  • Latin America (Mexico, Argentina, Brazil, Rest of Latin America)
  • Middle East and Africa (Israel, GCC North Africa, South Africa, Rest of the Middle East and Africa)

 

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Social Media Crisis Management Segmentation

Service Type (Crisis Communication Services, Monitoring and Alerting Services, Consulting Services, Reputation Management Services, Data Analytics and Reporting Services, Training Workshops)

The crisis communication service segment is estimated to account for social media crisis management market share of more than 26% by the end of 2037 due to a rising emphasis on brand accountability on social media accounting. Social media activism can derail the goodwill of a brand in times of crisis and the crisis communication segment is focused on the strategic dissemination of information to shield an organization’s reputation and limit any potential damage. The segment is critical in formulating strategies for how governments, personal brands, businesses, and other entities manage public relations challenges in social media platforms.

Technological improvement in the response time of social media monitoring tools drives the growth of the segment. Additionally, a public relations crisis requires effective stakeholder communication for which businesses seek professional crisis communication services. For instance, in October 2023, Adfactors PR was hired by WOW Skin Science to drive their PR mandate.

The monitoring and alerting services segment is projected for a considerable growth during the forecast period. The crux of effective social media crisis management is robust monitoring and alerting services. Social media is flooded with vast amounts of user-generated content and misinformation can become viral at any given point of time. Companies leverage monitoring and alerting services to take pre-emptive action in the event of a crisis. Monitoring services also effectively map the engagement rate in social media platforms for a brand and help in preparing marketing strategies. Key social media crisis management market players are looking to invest in technology and collaborations to improve the efficacy of monitoring tools. For instance, in April 2024, the social listening and AI-powered analytics platform Talkwalker announced that was acquired by Hootsuite.

End user (Government & Public Sector, Healthcare, Media and Entertainment, Financial Services, Retail and E-Commerce, Hospitality & Travel, Manufacturing & Industrial, Others)

The government and public sector segment in social media crisis management market is projected to register a staggering CAGR during the forecast period. The use of social media crisis management services is poised to increase for government and public sector organizations due to the sensitive nature of operations and the high stakes in public perception. A gaffe by a government in social media can have large-scale implications that have to be managed in due time leading to demands for crisis management solutions.

With discourses on social media impacting group decisions, governments across the globe have been increasingly hiring agencies to manage their social media. For instance, in 2020, the UK government launched the Eat Out to Help Out campaign to help businesses during COVID-19 offering 50% off on food and non-alcoholic drinks in participating businesses.

Our in-depth analysis of the social media crisis management market includes the following segments 

Service Type

  • Crisis Communication Services
  • Monitoring and Alerting Services
  • Consulting Services
  • Reputation Management Services
  • Data Analytics and Reporting Services
  • Training Workshops

Deployment Mode

  • On-premises
  • Cloud-based

Organization Size

  • Large Enterprises
  • Small and Medium-sized Enterprises

End user

  • Government & Public Sector
  • Healthcare
  • Media and Entertainment
  • Financial Services
  • Retail and E-Commerce
  • Hospitality and Travel
  • Manufacturing and Industrial
  • Others

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Social Media Crisis Management Industry - Regional Synopsis

North America Market Analysis

By 2037, North America social media crisis management market is likely to account for around 44.1% share owing to the high rate of social media usage leading to demand for crisis management services for brands and governments alike. The U.S. and Canada are primary contributors to the market in North America. According to Statcounter’s social media statistics for North America, Facebook is the most used social media platform with 46.05% users, followed by 17.5% of Pinterest, 12% of X, 11.4% of Instagram, 8.9% of Reddit, and 2.46% of YouTube. With an increasing number of brands engaging in high cross-platform usage, the demand for social media crisis management services is projected to increase.

The U.S. leads the revenue share in the North America social media crisis management market due to rising social media usage across various demographics which prompts brands to leverage social media platforms to engage with consumers. Due to the high rate of engagement with brand pages, any mishap can negatively affect brand sales owing to which the demand for social crisis management services is booming in the U.S. In September 2024, the Pew Research Centre published a report stating that 54% of adults in the U.S. get their news from social media and the percentage has increased in 2024 compared to previous years.

To leverage these trends, brands have positioned themselves across various social media platforms with regular updates on product launches or posts targeted to increase user engagement. In 2019, Gilette faced online backlash for a campaign targeting toxic masculinity leading to a boycottgilette hashtag. To manage the crisis on social media, the brand acknowledged public concerns and aimed for constructive dialogue on the issue.

Canada is poised to increase its revenue share in North America social media crisis management market during the forecast period. Brands are increasingly using social media to increase their market presence. For instance, in September 2024, Lululemon Athletica in Canada reported more than 3 million followers on Instagram and around 2.25 million followers on Pinterest. Corporate entities along with celebrities endorsing personal brands require effective social media crisis management services owing to effective management of brand reputation in the event of a PR disaster.

In June 2024, Statistics Canada published a report stating 468 thousand people aged 15 to 69 years have used social media platforms to earn income. The high number of individuals and brands leveraging social media for their business engagements is projected to increase the demand for specialized social media crisis management services.

Europe Market Analysis

The Europe in social media crisis management market is projected for the fastest revenue growth during the forecast period. Europe is home to several globally renowned brands that are leveraging social media platforms to improve brand penetration across various demographics. The diverse cultural, linguistic, and political landscape of Europe creates unique challenges for brands to navigate in case of a crisis necessitating robust social media crisis management solutions. The rising awareness of sustainability among demographics in Europe has led to calls for greater accountability from brands.

For instance, many brands have been accused of rainbow capitalism for appropriation of Pride Month. Due to complex narratives and constantly changing discourse on social media platforms, businesses, and personal brands are leading the demand for social media crisis management services.

Germany has a profitable social media crisis management market share owing to the highest internet penetration compared to other European countries with a total of 28 million active social media profiles i.e. 35% of the country’s population as per a Media Landscapes report, 2024. At the forefront of navigating the social media landscape in Germany are the rising calls for sustainability reports from brands as a greater number of younger German demographics demand accountability from brands on social media. In December 2022, the National Library of Medicine reported the prevailing crisis communication in German Twitter during the COVID-19 pandemic as a large section of social media users in Germany flocked to X for real-time information and updates on the pandemic. Owing to the rising use of communication via social media by the government, other public authorities, and businesses, the need for a robust action plan to handle any social media crisis is set to rise.

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Social Media Crisis Management Market Share
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Companies Dominating the Social Media Crisis Management Landscape

    The sector is competitive with global, local, and regional players competing to increase revenue streams. Key market players are seeking to provide a greater immersive experience and integrate smart technologies in stadiums to understand consumer behavior better and open new revenue streams.

    Some of the key players in the social media crisis management market are:

    • Hootsuite
    • Company Overview 
    • Business Strategy 
    • Key Product Offerings 
    • Financial Performance 
    • Key Performance Indicators 
    • Risk Analysis 
    • Recent Development 
    • Regional Presence 
    • SWOT Analysis 
    • Otter Public Relations
    • Sprinklr
    • Zoho
    • Emplifi
    • Salesforce
    • Meltwater
    • Straight North
    • Sendible

In the News

  • In September 2024, Zoho launched AI integrated, extensible version of Zoho analytics and introduced unified metrics, generative AI-powered reports and insights, and a custom machine learning (ML) building studio.
  • In July 2024, Meltwater announced a partnership with Blackbird.AI to combat narrative attacks through the dissemination of disinformation to reduce operational and financial risk to customers.
  • In June 2024, Sprinklr became the first partner of Snapchat to help brands manage organic and paid Snapchat content.
  • In February 2023, Sendible announced that auto-posting on X will continue to be supported by the company. Sendible customers can auto-publish tweets, check data and analytics, and monitor audience tweets.

Author Credits:  Abhishek Verma


  • Report ID: 6480
  • Published Date: Sep 26, 2024
  • Report Format: PDF, PPT
Social Media Crisis Management Market Report Scope
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