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Diet, Weight Loss Firms Have A Big Advantage In Building Robust Social Network Sites

January 9, 2010: 07:55 AM EST
While diet brand and weight loss companies have succeeded mightily in creating vibrant social networking Web sites along the lines of MySpace and Facebook, other companies, including Coca-Cola and Wal-Mart, have failed, according to Brandweek. For example, the Atkins diet online community added a million consumers in 2009, while Nutrisystem’s online community has 4.6 million participants, up from one million in June 2007. One expert says the main reason for the success of dieting and weight loss sites is a “built-in advantage… some kind of currency to connect with each other.” Losing weight and staying fit provide that common social value.
Elaine Wong, "Diet Firms Score Where Coke, Walmart Fumbled", Brandweek, January 09, 2010, © Nielsen Business Media
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