Target's social media presence had the strongest approval rating among 2,000 consumers surveyed by L.E.K. Consulting, followed by Amazon, Wal-Mart, Best Buy and Macy's. "Social media is an ecosystem with a variety of users who have different motivations. A retailer’s big challenge is to know how to align its social media offerings with its customers’ interests," said L.E.K. executive Alan Lewis.
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