In the last decade, the number of social media platforms has exploded. There are the mass market social networks (Facebook and Twitter), professional networks (LinkedIn), news aggregators (Reddit), video sites (YouTube), photosharing sites (Pinterest), review sites (Yelp), and on and on. An important question for businesses is: where should they invest their very limited time and resources given this explosion of marketing channels?  Should they choose a site because of its mass market appe…

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