In the past five years, social media use by businesses and consumers alike has grown exponentially, as have the platforms available for use. These social networking platforms have become popular household references, commonly relied on in all facets of consumers’ lives. The popularity of these platforms has attracted businesses of all types to social media. Social media platforms provide a cost-effective means for all businesses to reach a broad range of consumers, not just tech-savvy consumers. By way of example, at the end of 2011, Whole Foods reportedly had 2.1 million consumers following its Twitter feed.
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