The explosive growth of Facebook – and particularly Facebook commerce - over
the last few years has unsurprisingly resulte...
Kuliza Social Technology Quarterly Issue 07
D
CMyth
You just need to
generally engage
users
Reality
Engagement is essentia...
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It is not business; it is social business

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This article written by Vandana U, Editor, STQ, was published in issue 07 of the Social Technology Quarterly.
Summary: Facebook commerce is no more in a nascent stage. As a fully viable commercial platform businesses are using it for better visibility and increase sales. But as some companies pull out of Facebook commerce claiming it does not work, there are some myths and facts about F-commerce one should know.

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It is not business; it is social business

  1. 1. The explosive growth of Facebook – and particularly Facebook commerce - over the last few years has unsurprisingly resulted in some fables, controversies, and myths. There are some businesses still skeptical about doing commercial activities on Facebook. Companies such as GM and Gap exiting from Facebook, announcing that f-commerce is not worthwhile have triggered more doubts and raised questions. So while skeptics take great pleasure in stopping you from using Facebook for your commercial and promotional activities, here is an insight into what really works on your business’s Facebook page and what does not. If you think f-commerce is an abysmal failure, you may want to reconsider. One needs to understand that f-commerce is not traditional e-commerce, but a socialized shopping experience that will make one stand out. Keep a track of fan activities, their favorite brands, and help them buy products directly with the help of their social circle. These are things that make Facebook a viable commercial platform. If you are not seeing results, it is because you are letting these myths become a reality. References Barr,Alistair.“Facebook e-commerce: the next big thing?” Reuters,05 Apr 2012. “Why CMOsWill Adapt To F-Commerce In 2012?”Viral Blog,12 Dec 2011. It is not Business; it is Social Business Facebook commerce is no more in a nascent stage. As a fully viable commercial platform businesses are using it for better visibility and increase sales. But as some companies pull out of Facebook commerce claiming it does not work, there are some myths and facts about F-commerce one should know. by Vandana U. A Myth More fans is equal to more loyalty Reality This myth becomes a reality for a number of brands that look at collecting fans as their sole Facebook activity. F-commerce needs to be thought of as a full-fledged commercial process and not a fan-attracting method alone. It has evolved from the concept of simply selling to a full ecosystem of solutions. Apart from setting up a store, it is essential to influentially position your brand through a social platform like Facebook. Utilize the features of Facebook in order to sell on it. Of course then, the selling strategy needs to be predominantly social. The desire to own, share, and flaunt have to be put across. F-commerce works if brands enable selling and buying to happen on Facebook itself. What adds value is when a purchase becomes a news feed. Help your consumers share and exhibit and you create a win-win situation where you have managed to sell and advertise simultaneously. This is essential because online shopping is greatly influenced by referrals and word-of- mouth. Commerce
  2. 2. Kuliza Social Technology Quarterly Issue 07 D CMyth You just need to generally engage users Reality Engagement is essential to make a brand’s Facebook activity more social and more participative. Go beyond selling and turn the most mundane of activities into the most memorable experiences. Personalization is the key to great engagement. Offer a deal that is tempting, personal, rewarding and not available elsewhere. Engagement needs to be exclusive. It cannot be for anyone and everyone in the view of a customer. Therefore, when you reward a fan with an offer, the level of engagement significantly increases. They like you and remain loyal not only because you offered them a great deal, but also because you offered something they are not likely to forget. Only posting products on Facebook is never going to be enough. Connect with your fans whenever possible because that is the very essence of what social media is. Transfer the engagement into actions that are meaningful to your brand. Engagements enhance the experience a user is having. Myth You can only socialize on Facebook,not sell Reality A common issue is “How to sell something to someone while he or she is hanging out with friends?” Many businesses begin to think of Facebook as a promotional tool and not as a place to sell. The commerce capability of Facebook is limitless. Nobody logs on to Facebook in search of a new shirt or a pair of shoes. People are curious and log on to see what their friends are doing and to voice their opinions. If you offer a shopping experience that combines all of these, you are offering the shopping experience that is required on Facebook. Businesses can fail on Facebook is because the shopping app replicates their e-commerce websites. If the experience is nearly identical, the brand will not do well Facebook, because that is e-commerce and f-commerce is all about a new shopping experience. B Myth F-commerce is a part-time activity Reality Effective F-commerce requires time and attention to detail. Investigating analytics, metrics, trends, and user behaviours are essential. On your store experiment with possible commercial activities such as flash sales, events, exclusive deals, group buying, and gifting to make it more social in nature as well as easy and fun. Facebook relies heavily on word of mouth for success. Therefore, considering f-commerce as an auxiliary part could be a terrible mistake. Allow customer product reviews on your wall. Encourage fans to share their shopping experience. If the experience is a good one, thank them. If not, publicly address the problem on your wall and offer a solution.

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