Continuously expanding social media landscape
With each passing day, the social media landscape is continuously expanding. It has become increasingly fragmented. According to a study by Pew Research, the number of online adults using two or more social channels increased from 42% in 2013 to 52% in 2014.
Due to the fragmented environment in today’s social media, it’s difficult for organizations to gain clear insight on the customer’s behavior. It’s a challenge for organizations to efficiently manage interactions across all of the social media channels.
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Instagram is the fastest growing social media site
According to research published by the GlobalWebIndex in January 2014 and as the above presentation shows, Instagram—owned by Facebook (FB)—grew the fastest among all of the social media websites worldwide. Instagram is an image-sharing platform. However, it’s still behind Facebook, YouTube, Google+, Twitter (TWTR), and LinkedIn (LNKD). These companies are the five most popular social platforms in the world—in terms of penetration.
In 2015, a GlobalWebIndex report stated that Pinterest and Tumblr recorded the biggest increase in active usage across 2014 at 97% and 95%, respectively. Instagram recorded a growth rate of over 47% in 2014.
Oracle extended its support to Instagram
On March 13, 2015, Oracle (ORCL) announced that it updated its Social Cloud SRM (Social Relationship Management) platform to add support for Facebook’s Instagram. Now, Oracle Social Cloud will provide engagement and analytics support for Instagram.
Oracle realized the reach of one of the world’s fastest-growing social media platforms. As a result, Oracle added Instagram to its expanding lineup of social networks that are supported by the Oracle Social Cloud.