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The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales by Paul Marsden, Paul Chaney

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SECRET 18SELL TO NICHE MARKETS

The key to competing and surviving against Walmart is to focus your business into a niche or pocket where you can leverage your strengths.

—MICHAEL BERGDAHL, FORMER DIRECTOR OF “PEOPLE” WALMART

CRAFT BREWS

Jonathan has been a beer drinker since his college days. For years he’s opted for mass-produced, mass-marketed brands that take up most of the shelf space in stores, like Budweiser, Miller, and Coors.

But since a friend introduced Jonathan to a craft beer online community called Pintley he’s been rethinking his choices. On Pintley, he can read ratings and reviews posted by community members, learn from experts, share his own recommendations with friends and followers on Facebook and Twitter, and even dialogue ...

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