What’s the life cycle of a social network? You only need to look at a site like Friendster to understand how quickly a social tool can rise and fall in popularity. With nearly two-thirds of consumers logging on to social networks at least once a day, there’s no doubt these sites are key to companies’ customer engagement.

To help identify which social platforms are critical now and which are projected to grow in the future, L.E.K. Consulting surveyed U.S. consumers to gain new insights into which social networks they favor the most today and which are growing in importance in the near future.

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