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In the context of competitive benchmarking in social media, 'Leaders' are those who experience the highest growth rate and get the most traffic. They are the top performers in the industry and set the benchmark for success. On the other hand, 'Niche Players' are those who have the most room to grow. They may not have the highest traffic or growth rate, but they have potential for improvement and can often target specific, niche markets effectively.
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Competitive benchmarking is used to measure your company's social media campaigns against other players in the industry. When you know how the competition is doing, it can help set more actionable, realistic goals. This table maps out the competition in four distinct zones. The Leaders experience the highest growth rate and get the most traffic, while niche players have the most room to grow. (Slide 32)
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