Why small social networks are a big deal

04/19/2012 | Bloomberg Businessweek

Social media promised to deliver low-cost word-of-mouth marketing on a massive scale, but brands are realizing that scale isn't everything, Ben Kunz writes. Smaller social networks such as Path and Pinterest can't rival Facebook's reach, but they offer a chance to tap into more focused, higher-quality social connections, Kunz writes. To exploit these narrower networks, marketers will have to adopt new strategies, perhaps including a greater focus on paid ads, he argues.

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