Following the previous article Vol.73 – Ranking: Companies/Brands Leveraging Social Media Generating Sales in Japan some of the successful companies and/or brands operating in Japan to generate sales will be introduced, starting with this article.
The first one is Muji.
1. What is the overview of the brand?
Muji is the brand of series of products of a company called Ryohin Keikaku Co., Ltd. that is engaged in business of developing, marketing and selling high quality products of non-brands i.e. not the brands of major manufacturers to consumers who visit their stores under their original brand of “Mujirushi”.
They have been doing this business since 1980 and their products have become quite popular, Mujirushi or Muji has in fact a popular brand in Japan.
2. How Muji has been leveraging social media to drive consumers to their stores?
One good example of how Muji has been leveraging social media is their campaign they did from December 26, 2011 to January 10, 2012 to promote their retort-pouched curries.
1) What was the campaign?
As a part of the campaign, they developed a web content linking with account of Facebook Twitter or Mixi in their web site in which the consumers can enjoy Snakes abd Ladders game. Among web users who enjoyed the game, 10,000 people won the coupon with which they could exchange with Muji’s butter chicken curry, and 9 people won coupon with which they could exchange with 9 types of Muji’s retort-pouched curries and crockery.
In order to successfully drive people to their stores, the rule was that they could exchange with products only if they visited one of the Muji shops. That is to say, they could not exchange with products in Muji online stores (EC site).
2) What was the outcome of the campaign?
28,000 people enjoyed the game, and among 10,000 people who won the coupon, 9,761 visited shops to exchange with Muji product(s).
And because many of them would be uneasy to only exchange their coupons with products, they purchased some products as well.
One interesting outcome was that users of their EC site increased as well. This was probably because the awareness of the Muji’s retort-pouched curries increased among web users and those who could not be bothered to visit Muji offline stores visited their online stores.
As a result, even though there were no discounts, sales of their retort-pouched curries increase by 80% from the same time of the previous year during the campaign.
3. Is there any other benefit(s) that Muji has been enjoying by leveraging social media?
Yes, there is. It is the fact that Muji now can distinguish which products sells well from others by leveraging social media while not promoting by other media. This made Muji to leverage social media and allocate their resources more effectively and strategically.
1) How has Muji been leveraging social media to distinguish products that sells well from others?
Muji promotes their products leveraging social media without promoting by other media such as e-newsletter, flyer, website, and magazine and TV advertising, and sees how the sales of the products changed.
There was a case in which such social media use led to sales increase by 10% - 300% from previous day.
2) What is an example of such social media use?
One good example is in the case of promoting a pair of gloves with which consumers can use touch panels of iPhones etc. When the products were promoted in the morning of October 14 2011 by Facebook, Twitter and Mixi, the sales on the day increase by 63% from October 13 on average in Muji stores throughout the nation.
The reason why October 14, 2011 was strategically selected as such a promotion was the fact that it was the day when iPhone 4S was launched in Japan. Muji assumed that iPhone 4S launch in Japan would be a hot topic on the day and sales of related products would increase, which turned out to be true.
3) Does such social media use works for all products?
No, it does not. It seems to work only for FMCG (fast moving consumer goods). This is because after data analysis, it became evident that it did not lead to sales increase for products whose price is rather high and frequency of purchase is rather low such as consumer electronics.
In the next article, the author would like to continue introducing case studies of companies and brands that were included in top 20 of the ranking.
References:-
Japan First Company/Brand Ranking that Generates Sales by Leveraging Social Media (in Japanese)
http://business.nikkeibp.co.jp/article/report/20120224/228963/?rt=nocnt
Resources:-
Muji, a original brand of a company called Ryohin Keikaku that develops, markets and sells their high quality products in their stores, has been successfully leveraging social media to drive consumers to their stores by campaigns in which they provided social coupons to selected web users who enjoyed their Snakes and Laders game on their website. This led to sales increase in their offline and offline stores when consumers could only exchange their coupons with products if they visited offline stores. Also Muji now can distinguish products that sell well from other by strategically using social media.
Saturday, 3 March 2012
Wednesday, 29 February 2012
Vol.73 – Ranking: Companies/Brands Leveraging Social Media Generating Sales in Japan
Nikkei Digital Marketing, a publishing company in Nikkei group (a leading business publisher in Japan) specialized in digital marketing recently executed a survey and announced on February 22 the first ranking in Japan of companies and brands that are successful in leveraging social media to reach consumers and generate sales.
1. How was the survey executed?
1) Selecting companies/brands available in Japan
Number of Facebook fans and Twitter followers of companies/brands available in Japan were added and top 100 companies were selected.
2) Calculating “Reach Score”
“Reach Score” is defined as how many fans and followers the company/brand has. This is calculated by the unique methodology developed by Nikkei Digital Marketing analysis, which was converted to deviation value.
3) Calculating “Consumer Behaviour Score”
“Consumer Behaviour Score” is a metric to see how much social media changed consumer behaviour to purchase products and services. With help from a consulting department of Nikkei group, questions on how social media is used were asked to which 15,164 people answered. The result of the questionnaire was analyzed to calculate Consumer Behaviour Score, which was converted to deviation value.
4) Calculating Total Score for ranking
Total Score was calculated by adding Reach Score and Consumer Behaviour Score, which was then converted to deviation value. Ranking is of Total Score.
2. What was the result of the ranking?
Companies and brands that have been successfully using social media to improve their reach and change consumer behaviour in a positive way are ranked high up.
Top 20 ranking of Total Score (# in bracket is ranking of each score)
Rank / Company/Brand Name / Deviation Value of Total Score / Deviation Value of Consumer Behaviour Score / Deviation Value of Reach Score
1 / UniQlo / 81.0 / 71.2 (2) / 85.1 (2)
2 / Lawson / 75.6 / 66.8 (6) / 80.8 (4)
3 / Muji / 75.2 / 65.6 (8) / 82.2 (3)
4 / All Nippon Airways / 74.8 / 68.9 (4) / 74.4 (6)
5 / Starbucks / 74.2 / 60.5 (18) / 89.9 (1)
6 / T Point / 68.3 / 65.6 (8) / 64.9 (9)
7 / Japan Air Lines / 65.6 / 61.3 (15) / 66.5 (8)
8 / Haagen-Dazs / 65.3 / 72.8 (1) / 42.8 (75)
9 / Subway / 64.7 / 66.4 (7) / 54.1 (21)
10 / McDonald’s / 63.8 / 69.9 (3) / 44.8 (60)
11 / Moss Burger / 61.0 / 61.0 (11) / 55.6 (17)
12 / Sony / 60.4 / 57.6 (20) / 61.0 (11)
13 / The Premium Malt / 60.2 / 63.4 (10) / 48.8 (43)
14 / Yamada Denki / 59.9 / 66.9 (5) / 41.2 (98)
15 / Kentucky Fried Chicken / 59.3 / 62.5 (13) / 48.5 (45)
16 / Tokyu Hans / 59.1 / 56.7 (26) / 59.4 (12)
17 / KDDI (au) / 58.9 / 49.7 (54) / 72.9 (6)
18 / Family Mart / 58.5 / 57.5 (21) / 56.3 (15)
19 / Edy / 57.8 / 63.1 (12) / 43.3 (71)
20 / Seven Eleven / 57.1 / 63.2 (11) / 41.4 (95)
#1 was UniQlo with Total Score as high as 81.0. Both Reach Score and Consumer Behaviour Score were quite high.
This was because of its successful campaign leveraging Facebook held in November 2011 in addition to its strong brand, which drove over 200,000 consumers to the UniQlo shops nationwide, leading to sales generation. With the campaign, when consumers registered their location information using Facebook, they could win discount coupon of maximum 2000 yen upon registration.
#2 with Total Score of 75.6 was Lawson, another company successfully using social coupon. Last summer, the company held a campaign in which coupons were provided to 1.3 million consumers collaborating with special website co-developed by Tokyo FM (a FM radio station in Tokyo) and Mixi (leading social media company in Japan). This resulted in driving 420,000 consumers to their shops throughout the nation. Lawson also did another campaign in autumn of 2011 providing social coupons which helped generating sales.
In the next article(s), the author would like to introduce some case studies of companies and brands that were included in top 20 of the ranking.
References:-
Japan First Company/Brand Ranking that Generates Sales by Leveraging Social Media (in Japanese)
http://business.nikkeibp.co.jp/article/report/20120224/228963/?rt=nocnt
Resources:-
The Japan first ranking of companies/brands that are successfully generating sales by leveraging social media was announced. “Reach” and “Consumer Behaviour” were the 2 metrics used for ranking. Companies and brands (mostly of BtoC) with many fans/followers and successfully driving consumers to their shops nationwide to generate sales were ranked high up, such as UniQlo and Lawson, that held campaigns providing social coupons to drive consumers to their shops nationwide.
1. How was the survey executed?
1) Selecting companies/brands available in Japan
Number of Facebook fans and Twitter followers of companies/brands available in Japan were added and top 100 companies were selected.
2) Calculating “Reach Score”
“Reach Score” is defined as how many fans and followers the company/brand has. This is calculated by the unique methodology developed by Nikkei Digital Marketing analysis, which was converted to deviation value.
3) Calculating “Consumer Behaviour Score”
“Consumer Behaviour Score” is a metric to see how much social media changed consumer behaviour to purchase products and services. With help from a consulting department of Nikkei group, questions on how social media is used were asked to which 15,164 people answered. The result of the questionnaire was analyzed to calculate Consumer Behaviour Score, which was converted to deviation value.
4) Calculating Total Score for ranking
Total Score was calculated by adding Reach Score and Consumer Behaviour Score, which was then converted to deviation value. Ranking is of Total Score.
2. What was the result of the ranking?
Companies and brands that have been successfully using social media to improve their reach and change consumer behaviour in a positive way are ranked high up.
Top 20 ranking of Total Score (# in bracket is ranking of each score)
Rank / Company/Brand Name / Deviation Value of Total Score / Deviation Value of Consumer Behaviour Score / Deviation Value of Reach Score
1 / UniQlo / 81.0 / 71.2 (2) / 85.1 (2)
2 / Lawson / 75.6 / 66.8 (6) / 80.8 (4)
3 / Muji / 75.2 / 65.6 (8) / 82.2 (3)
4 / All Nippon Airways / 74.8 / 68.9 (4) / 74.4 (6)
5 / Starbucks / 74.2 / 60.5 (18) / 89.9 (1)
6 / T Point / 68.3 / 65.6 (8) / 64.9 (9)
7 / Japan Air Lines / 65.6 / 61.3 (15) / 66.5 (8)
8 / Haagen-Dazs / 65.3 / 72.8 (1) / 42.8 (75)
9 / Subway / 64.7 / 66.4 (7) / 54.1 (21)
10 / McDonald’s / 63.8 / 69.9 (3) / 44.8 (60)
11 / Moss Burger / 61.0 / 61.0 (11) / 55.6 (17)
12 / Sony / 60.4 / 57.6 (20) / 61.0 (11)
13 / The Premium Malt / 60.2 / 63.4 (10) / 48.8 (43)
14 / Yamada Denki / 59.9 / 66.9 (5) / 41.2 (98)
15 / Kentucky Fried Chicken / 59.3 / 62.5 (13) / 48.5 (45)
16 / Tokyu Hans / 59.1 / 56.7 (26) / 59.4 (12)
17 / KDDI (au) / 58.9 / 49.7 (54) / 72.9 (6)
18 / Family Mart / 58.5 / 57.5 (21) / 56.3 (15)
19 / Edy / 57.8 / 63.1 (12) / 43.3 (71)
20 / Seven Eleven / 57.1 / 63.2 (11) / 41.4 (95)
#1 was UniQlo with Total Score as high as 81.0. Both Reach Score and Consumer Behaviour Score were quite high.
This was because of its successful campaign leveraging Facebook held in November 2011 in addition to its strong brand, which drove over 200,000 consumers to the UniQlo shops nationwide, leading to sales generation. With the campaign, when consumers registered their location information using Facebook, they could win discount coupon of maximum 2000 yen upon registration.
#2 with Total Score of 75.6 was Lawson, another company successfully using social coupon. Last summer, the company held a campaign in which coupons were provided to 1.3 million consumers collaborating with special website co-developed by Tokyo FM (a FM radio station in Tokyo) and Mixi (leading social media company in Japan). This resulted in driving 420,000 consumers to their shops throughout the nation. Lawson also did another campaign in autumn of 2011 providing social coupons which helped generating sales.
In the next article(s), the author would like to introduce some case studies of companies and brands that were included in top 20 of the ranking.
References:-
Japan First Company/Brand Ranking that Generates Sales by Leveraging Social Media (in Japanese)
http://business.nikkeibp.co.jp/article/report/20120224/228963/?rt=nocnt
Resources:-
The Japan first ranking of companies/brands that are successfully generating sales by leveraging social media was announced. “Reach” and “Consumer Behaviour” were the 2 metrics used for ranking. Companies and brands (mostly of BtoC) with many fans/followers and successfully driving consumers to their shops nationwide to generate sales were ranked high up, such as UniQlo and Lawson, that held campaigns providing social coupons to drive consumers to their shops nationwide.
Saturday, 14 January 2012
Vol.72 – Facebook Use Soaring in Japan: Requirements to Benefit from Social Media
Facebook has become popular in Japan in January 2011 after Twitter became popular in Japan in July 2010, which is the reason why 2011 is often said to be “the first year of SNS in Japan” as explained in the previous article Vol.48 – 2011 Japan’s First Year of Social Media / SNS. Indeed Facebook has been started to be used in marketing by some innovative Japanese companies such as Fast Retailing (famous for UniQlo brand) and in recruiting as explained in the previous article Vol.63 – Social Recruiting: Cases and Future of Recruiting in Japan.
Now Facebook seems to be used by more business owners and companies in Japan that are not necessarily innovators in Internet marketing.
1. What kinds of people in Japan used to use Facebook until 2010?
It was mostly people in IT/Internet industry and/or people with international background that used Facebook until 2010.
The former, i.e. people in IT/Internet industry, are the early adaptors of new social media, and very often those who are to use social media in business and/or to do business on social media, such as web marketer, and social media/web marketing consultant.
But since Facebook had not been popular in Japan until January 2011, it seems that they had not been truly using Facebook in business and/or doing business about Facebook, and such people had been using mostly Japan local social media such as Mixi, blogs, YouTube, and Twitter.
The latter, i.e. people with international background, are mostly those people who have started using Facebook to keep in touch with friends outside Japan. Thus this was mostly for private use.
2. How has the Facebook users changed in Japan?
Today it is quite evident that the Facebook users cover early adopters who are not necessarily IT/Internet savvy nor of international background, just by looking at how the author’s new Facebook friends have changed in the few years.
1) Spread from English to Japanese online community
The author’s Facebook friends used to be mostly of English speaking people. She first started to use Facebook in 2009 mostly used to use Facebook to keep in touch with her friends around the world from her childhood and university, and to share information with worldwide online friends she met on LinedIn and Twitter. That is to say, her online network was mostly of English community.
In 2010 she connected with a Japanese independent Internet marketing consultant on Twitter then on Facebook, from which her online network started to spread to Japanese community as well. The consultant had been looking for a Japanese marketer with high English proficiency to connect online because he believed that it would be a marketer with English proficiency that would be successful in the future. Therefore when he found the author he immediately started to follow her (and advised some of his friend in the Internet industry to connect with her), and she followed him back.
It was then she started to connect first with the consultant’s Japanese online friends including Internet marketer at Japan IBM and founder/CEO of a Japanese social media consulting company who used to fork for Japan IBM, and her Japanese friends from her university years when she was a member of AIESEC, the world’s largest global student’s organization. Such of her friends are mostly bilingual with international background, who were (and still are) using Facebook mostly to keep in touch with friends around the globe.
2) Spread to early adopters of the general public
From around autumn of 2010 the author started to receive friend requests from Japanese people not necessarily of international background nor from Internet industry. This is when the author’s wall started to become bilingual (English and Japanese).
And in 2011, her interactions in Japanese on Facebook surpassed those in English so when she started Google+ in July she changed her Facebook strategy to use it mostly for local interaction although she still uses for global interaction. She positioned LinkedIn and Google+ as the media for worldwide interaction. (She has 2 twitter accounts, one for English and the other for Japanese).
3. How is Facebook used in Japan today?
Today in Japan Facerbook is used both in business and private.
1) Business Use
(1) Internet/web/online marketers
Internet/web/online marketers use Facebook mostly for business. They use Facebook (including Facebook page) mainly to share online articles of their expertise and/or their blogs which showcase their expertise and/or their business.
They also use it to announce the seminars and other events, and share how it was successful after the seminars and events.
They also use it to share that they are to publish a book etc. In fact, there have been quite a few “how-to” Facebook books and seminars lately.
(2) Companies and other organizations
Some innovative companies have set up their Facebook pages for marketing and recruiting, as the author introduced in some of her previous articles.
Now, more companies started to set up their Facebook pages. Such companies seem to be mostly of Japanese companies strong in marketing, engaged in BtoC business, or non-Japanese global companies operating in Japan strong in Internet marketing companies especially in BtoC business. Examples of industries/businesses that such companies are engaged in are IT, retailing, automobile, and cosmetics.
In the case of Fast Retaining, their main objective of being the innovator in Facebook use in marketing is to raise their global brand awareness and expand their business globally.
In the case of marketing of other Japanese companies, it seems that they already had been executing their web marketing and they wanted to make it social and interactive by adding social media.
And in the case of recruiting of companies in Japan, whether Japanese or non-Japanese operating in Japan, they seem to want to make a paradigm shift in recruiting from mass-recruiting to one-on-one recruiting, to find unique talent from around the globe who are compassionate to their philosophy and values, in line with their management/corporate strategy and Diversity initiative.
2) Private Use
Many Japanese Facebook users, regardless of their background, use for private in sharing their status about their family and themselves. They post where they (and their family) are, what they are doing, what they feel lately etc. They also use Facebook to share online articles and other URLs that they find interesting.
Facebook is also often used to say seasonal greetings such as to say Merry Christmas and Happy New Year, and to say Happy Birthday. One thing the author realized is that lately photos of foods are frequently posted (similar trend in Googld+ as well).
Facebook allows their users to keep in touch with online friends regardless of change in location (home address) work etc., and therefore it is often used to send private messages to friends similarly to sending messages by e-mails.
4. What are the author’s final thoughts?
With segments (types/kinds) of Facebook users continuously expanding and diversifying together with how Facebook is used, it is critical that each Facebook user need to be clear of their objectives of using Facebook, from which their Facebook strategy is developed and executed.
This would define who to connect on Facebook and what kind of information to post.
Otherwise, Facebook users would find too much “noise” and, not being able to benefit fully from Facebook. This applies to all other social media as well.
This may be the very reason why a few of the author’s Japanese Facebook friends recently said that they reviewed their Facebook friends and un-friended quite a few. They said they un-friended “inactive users, those whose conversation and posts do not match with them, and whom they cannot understand”.
Resources:-
2011 being said as “the first Year of SNS/social media” in Japan, Facebook has become popular in Japan in the past one year. Variety of people regardless of their background and work experience started to use Facebook both in business and private. More companies are starting to use Facebook in business, marketing and recruiting. This means that each Facebook user need to be clear about their objectives of using Facebook and be brave to un-friend who do not match with their objectives; otherwise they would have too much “noise” and they would not benefit fully from Facebook. Its essence is applicable to all other social media.
Now Facebook seems to be used by more business owners and companies in Japan that are not necessarily innovators in Internet marketing.
1. What kinds of people in Japan used to use Facebook until 2010?
It was mostly people in IT/Internet industry and/or people with international background that used Facebook until 2010.
The former, i.e. people in IT/Internet industry, are the early adaptors of new social media, and very often those who are to use social media in business and/or to do business on social media, such as web marketer, and social media/web marketing consultant.
But since Facebook had not been popular in Japan until January 2011, it seems that they had not been truly using Facebook in business and/or doing business about Facebook, and such people had been using mostly Japan local social media such as Mixi, blogs, YouTube, and Twitter.
The latter, i.e. people with international background, are mostly those people who have started using Facebook to keep in touch with friends outside Japan. Thus this was mostly for private use.
2. How has the Facebook users changed in Japan?
Today it is quite evident that the Facebook users cover early adopters who are not necessarily IT/Internet savvy nor of international background, just by looking at how the author’s new Facebook friends have changed in the few years.
1) Spread from English to Japanese online community
The author’s Facebook friends used to be mostly of English speaking people. She first started to use Facebook in 2009 mostly used to use Facebook to keep in touch with her friends around the world from her childhood and university, and to share information with worldwide online friends she met on LinedIn and Twitter. That is to say, her online network was mostly of English community.
In 2010 she connected with a Japanese independent Internet marketing consultant on Twitter then on Facebook, from which her online network started to spread to Japanese community as well. The consultant had been looking for a Japanese marketer with high English proficiency to connect online because he believed that it would be a marketer with English proficiency that would be successful in the future. Therefore when he found the author he immediately started to follow her (and advised some of his friend in the Internet industry to connect with her), and she followed him back.
It was then she started to connect first with the consultant’s Japanese online friends including Internet marketer at Japan IBM and founder/CEO of a Japanese social media consulting company who used to fork for Japan IBM, and her Japanese friends from her university years when she was a member of AIESEC, the world’s largest global student’s organization. Such of her friends are mostly bilingual with international background, who were (and still are) using Facebook mostly to keep in touch with friends around the globe.
2) Spread to early adopters of the general public
From around autumn of 2010 the author started to receive friend requests from Japanese people not necessarily of international background nor from Internet industry. This is when the author’s wall started to become bilingual (English and Japanese).
And in 2011, her interactions in Japanese on Facebook surpassed those in English so when she started Google+ in July she changed her Facebook strategy to use it mostly for local interaction although she still uses for global interaction. She positioned LinkedIn and Google+ as the media for worldwide interaction. (She has 2 twitter accounts, one for English and the other for Japanese).
3. How is Facebook used in Japan today?
Today in Japan Facerbook is used both in business and private.
1) Business Use
(1) Internet/web/online marketers
Internet/web/online marketers use Facebook mostly for business. They use Facebook (including Facebook page) mainly to share online articles of their expertise and/or their blogs which showcase their expertise and/or their business.
They also use it to announce the seminars and other events, and share how it was successful after the seminars and events.
They also use it to share that they are to publish a book etc. In fact, there have been quite a few “how-to” Facebook books and seminars lately.
(2) Companies and other organizations
Some innovative companies have set up their Facebook pages for marketing and recruiting, as the author introduced in some of her previous articles.
Now, more companies started to set up their Facebook pages. Such companies seem to be mostly of Japanese companies strong in marketing, engaged in BtoC business, or non-Japanese global companies operating in Japan strong in Internet marketing companies especially in BtoC business. Examples of industries/businesses that such companies are engaged in are IT, retailing, automobile, and cosmetics.
In the case of Fast Retaining, their main objective of being the innovator in Facebook use in marketing is to raise their global brand awareness and expand their business globally.
In the case of marketing of other Japanese companies, it seems that they already had been executing their web marketing and they wanted to make it social and interactive by adding social media.
And in the case of recruiting of companies in Japan, whether Japanese or non-Japanese operating in Japan, they seem to want to make a paradigm shift in recruiting from mass-recruiting to one-on-one recruiting, to find unique talent from around the globe who are compassionate to their philosophy and values, in line with their management/corporate strategy and Diversity initiative.
2) Private Use
Many Japanese Facebook users, regardless of their background, use for private in sharing their status about their family and themselves. They post where they (and their family) are, what they are doing, what they feel lately etc. They also use Facebook to share online articles and other URLs that they find interesting.
Facebook is also often used to say seasonal greetings such as to say Merry Christmas and Happy New Year, and to say Happy Birthday. One thing the author realized is that lately photos of foods are frequently posted (similar trend in Googld+ as well).
Facebook allows their users to keep in touch with online friends regardless of change in location (home address) work etc., and therefore it is often used to send private messages to friends similarly to sending messages by e-mails.
4. What are the author’s final thoughts?
With segments (types/kinds) of Facebook users continuously expanding and diversifying together with how Facebook is used, it is critical that each Facebook user need to be clear of their objectives of using Facebook, from which their Facebook strategy is developed and executed.
This would define who to connect on Facebook and what kind of information to post.
Otherwise, Facebook users would find too much “noise” and, not being able to benefit fully from Facebook. This applies to all other social media as well.
This may be the very reason why a few of the author’s Japanese Facebook friends recently said that they reviewed their Facebook friends and un-friended quite a few. They said they un-friended “inactive users, those whose conversation and posts do not match with them, and whom they cannot understand”.
Resources:-
2011 being said as “the first Year of SNS/social media” in Japan, Facebook has become popular in Japan in the past one year. Variety of people regardless of their background and work experience started to use Facebook both in business and private. More companies are starting to use Facebook in business, marketing and recruiting. This means that each Facebook user need to be clear about their objectives of using Facebook and be brave to un-friend who do not match with their objectives; otherwise they would have too much “noise” and they would not benefit fully from Facebook. Its essence is applicable to all other social media.
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