Marketing routines are seldom studied in the marketing management literature. Previous research outlined the role of routinized consumer practices in market change. Can routinized marketing practices also play a role in market change? Using a foucauldian framework, we study Social Media Management practices on social media platforms. We find three fundamental practices (framing, optimizing and channeling) which create and manage three populations: a conversation made of words, a community made of individuals and specific influencers. These practices have side-effects impacting the marketer herself but also fostering a continuous market change through what we call a derivation effect. We outline the role of representations and technology in the process linking the circle of practices and market change, and stress the role of service providers in this process.