transactions not only increases a brand’s relevance, but also helps relieve the pre-purchase anxiety.That is,
satisfied consumers cultivate confidence in their peers who are still in the decision- making process.
These satisfied customers can be considered “brand champions”—evangelists who recruit digital“neighbors” and thus reduce cost-per-lead, often significantly. The excitement and momentumthey generate builds business and supports branding.
The Challenge Today
Social commerce—supported by the right s-commerce strategy—connects social mediainvestment with those new channels of revenue. The challenge is to find the appropriatetechniques to make that connection.Social commerce is no longer a discussion of theories and possibilities. It is a technologicalreality, and an integral part of the future of business. The challenge is not just to find the righttechnology solution, but the right combination of such solutions, matched with the appropriatemarketing, business and communications strategies, and the right creative user experience.So how does a social commerce strategy leverage social media?
SOCIAL COMMERCE STRATEGY LEVERAGES FOUR KEY QUALITIES OF SOCIAL MEDIA
The concept of social interaction toward some exchange—commercial or otherwise—is old astime. People have been “talking toward a goal” since that first caveman offered to pick up the tabon that first cavewoman’s apple-tini. What’s new is the ease and efficiency with which people cannow collaborate and communicate via digital channels. Our televisions, desktops, laptops, andmobile devices are making our voices and experiences more connected and collaborative thanever before.We can connect with literally anybody, literally anywhere, about literally anything, at literally anytime at all; call it hyper-connectivity. To say that the ramifications for culture and commerce rundeep is an understatement.In the world of business and brands, progress is still an obligation, regardless of the complexity ofthe environment.Hyper-connectivity wields awesome influence. To the careful eye, its key consequences areidentifiable and useful. In order to understand the value of social
to the brand andcommunity, we must first identify the value of social
overall to the brand and community.There are four fundamental types of equity offered by social media, and how they are applied in asocial commerce strategy: