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Why Some Social Media Consumers are Better than Others
- VOLUME XIII, ISSUE 27
- Executive Insights
As social media has surged as a new sales and marketing channel, retailers must also address consumers’ preferences and habits on social networks. Through a market structure (i.e., cluster) analysis, L.E.K. Consulting has identified five distinct segments of social media users in the U.S. today. And we highlight how retailers can engage with each group: