Why Some Social Media Consumers are Better than Others

Summary

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:

• Social media shop mavens
• Online socialites
• Hip parents
• Graying novices
• Social media skeptics