There are numerous tools and services available that make filling your social media feeds with content incredibly easy, but just because it’s easy, doesn’t necessarily mean you should use them.

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Conducting consumer research via social media affords many benefits versus traditional methods such as recruiting for in-person focus groups. It can be significantly less expensive, you can question your audience at a moment’s notice, you are more likely to get genuine responses, you’ll avoid having a single overbearing participant sway the opinion of a larger group, and it’s more flexible and adaptable.

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A key step when developing a social media strategy is to thoroughly understand your targeted consumers and community members so that you can determine how to engage and interact with them, what content will be seen as valuable and relevant, and how they use social media and technology.

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