Should you target spectators over creators?

01/6/2009 | Social Media Explorer

While most social media consultants urge their clients to focus activities on the small group that creates content online (blogs, create their own Web videos, etc.) and influences others, Jason Falls at Social Media Explorer argues it might be time to focus on the other 69% of social media users who just look at what others produce. "By giving [spectators] what they're looking for, we connect our brand to their experience in a meaningful way," Falls says.

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