Social commerce integrates online commerce with social media, offering features such as user ratings, comments, forums, and sharing. It encourages consumers to get advice from people they trust, share product information, and deepen customer relationships. Companies can benefit from free advertising and increased sales. Social commerce is constantly expanding with new features, such as Facebook applications to convert referrals into sales.
Social commerce is the integration of online commerce with social media websites. Encourage people to participate in social interactions on the company’s website to help others or themselves when making a purchasing decision. Companies that offer social commerce usually offer a basic assortment of features, such as user ratings, user comments, forums, sharing user-generating content, and sharing shopping carts or wish lists.
The primary purpose of social commerce is for consumers to get valuable advice or product knowledge from people they can trust before making a purchase. Companies often achieve this by adding the ability for people to add comments and ratings to product information pages. Additionally, more companies are including Facebook Like, Twitter Tweet, and Google Buzz buttons at the top of product pages for people to see the number of times products have been shared or recommended to others. The easier it is to share links, the more likely individuals are to take advantage of the opportunity.
One benefit of using social commerce is that it encourages consumers to share product information and recommendations within their social networks. Not only is this free advertising for businesses, but sales are more likely to increase as consumers share the products they like with family and friends. For example, when someone clicks the Facebook Like button at the top of the product page, the product name and description are shared with everyone in that person’s Facebook network. With one click, hundreds of consumers normally outside the company’s reach can view the product.
Success in social commerce requires marketers to talk to consumers instead of talking to them. This can be achieved by ensuring that your voice, words and tones are the same as when speaking to consumers in person. Marketers must also work to encourage conversations and questions in order to build and deepen customer relationships. The more solid your relationships with consumers, the more likely their products, services or company will be shared through social networking sites or receive positive ratings or comments on your website.
Social commerce is constantly expanding to include new features and abilities. For example, Facebook applications are developed by larger companies so that when their product or service is shared on Facebook, potential consumers don’t have to leave the site to make a purchase. These types of applications allow businesses to convert more referrals into sales to take full advantage of social commerce.
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