As the web evolves, more and more companies that have traditionally been brick and mortar or catalog/magazine-based are moving towards e-commerce, and all the changes that come with it. This both opens the doors to huge amounts of opportunity, but also requires some serious social action, to ensure success. So, why can an e-commerce company not afford to be lax on social?
1. The first part of this goes almost without saying – if your products are online, and your customers are online, then it takes some pretty simple math to determine that’s where you should be as well. However, one step beyond that – your customers are online, where your products are, and they are LOOKING for the new cool thing. They are primed for consumption, and all you have to do is steer them in the right direction. Their natural curiosity and online tendencies will bring the sale home.
2. If you have loud customers (with both rants and raves), and social media is a megaphone, you need to be there to either act as a buffer or catch-all, depending on the topic of conversation. Before social, it was much more difficult to connect with both brand enthusiasts and those people that hated your brand and product. Now, as they share their opinion on social, you can respond back as the human behind your brand and connect with them on an individual basis.
3. You have the world’s largest focus group at your fingertips. Have you ever thought, “I wish we KNEW what the reaction would be to this product before we invest so much money into it!”? Or, “Ok, but is this something the consumer will actually buy?”. Rather than seek out focus groups, arrange meetings, testings, sampling, etc., you can go directly to your Facebook page, Twitter account, Pinterest boards, etc., and ask the people that are familiar with your brand and have a genuine interest in your success. Not only that, but offering them the opportunity to give their input will drive even further brand connection and appreciation.
What are your biggest reasons for wanting e-commerce brands on social media? Share your thoughts in the comments below!