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Social media is a big brand influencer and businesses just cannot afford not to be on social media channels. But just being on social networking sites for the sake of being there would also not serve the purpose. In order to understand your core audience it is necessary to segment your users in the right bracket, understand their behavioural attributes and also find out how often your brand is being spoken on social media channels.
All this can give you a head start in analyzing the audience thought process and coming up with a social media strategy that can help your brand gain much-needed visibility.