Slotting social commerce into Facebook
By Maria Stadtmueller. Social recommendation site ShopSocially is rolling out its Social Connect platform which enables consumers to become brand advocates and recommend products from a retailer’s site on Facebook.
ShopSocially says the service helps retailers monetise their fan base by creating a shopping community called ‘Shoppers’ on their Facebook fan page. Fans can see what their friends and other shoppers are buying at the retailer site.
“For social commerce to be effective, you have to put social before commerce,” says Jai Rawat, CEO of ShopSocially. “Bombarding users with ads or peddling products on Facebook and Twitter has been largely proven ineffective. Offering deep discounts works for a short duration but is not sustainable.”
