Social commerce is the growing practice of making buying decisions based on social media outlets. Common examples of this include peer to peer recommendations via social media, “sale” tabs on branded social media pages, and group buying sites like LivingSocial.
The trend is so popular that some experts estimate that 50% of online sales are motivated by social media. Consumers use social sites to share their purchases, read reviews and recommendations, and to make shopping a participatory activity.
Facebook recognized the trend a few years ago and has been working on buttons and applications to help consumers make purchases and businesses make money. If you are presently active on social media, you can embrace this profitable trend and tap into social commerce.
Create a Branded Facebook Page
If you don’t presently have a branded Facebook page, that’s the very first step to using Facebook for social commerce. Once you have a strong page and a following, you can then highlight particular products or services and include links to buy. Spend time on Facebook researching the possibilities. Just about every brand you can think of, from Target to Nike, has a page and product promotions with links.
Applications: Facebook actually offers a wide variety of ecommerce applications. These applications include but aren’t limited to:
- Pop-Up Stores – The stores are generally available for a limited time and highlight a limited number of products.
- Shop Now – a simple shop now button can lead to tremendous sales and profits.Integrate your products from your current website into your Facebook page so your fans can shop right from inside of Facebook.
- Share – Add an “I just purchased…” social media plug-in. Amazon is a great example of how this feature works. Make a purchase and when the purchase is complete, consumers have the opportunity to share what they just purchased on Facebook, Twitter, or via email. This simple feature motivates social sharing and increases purchases.
- Fan Only Sales – You can capitalize on exclusivity by creating a sale for your Facebook fans. The sale can be held completely on your Facebook page or you can include outgoing links to your site. However, it is important to know that many consumers can be lost if they have to click away from Facebook to make a purchase.
Finally, another way to embrace social commerce is to encourage and incentive reviews. Those reviews can be shared on your Facebook page by including a specific tab or page that invites and responds to feedback. This type of system not only shows consumers that you care what they think, it also helps increase awareness and motivates sales.
Social commerce is here to stay and Facebook is driving the trend. If you’re presently active on social media then consider implementing a few tactics to motivate sales right on your Facebook page.