Social commerce is a marketing component of social
media. People want other people’s
opinion on products and services they are interested in. We value each other’s opinion and trust that
you will be honest in your recommendations or warnings because you don’t have a
stake in the outcome. Reports show that
90% of people trust their peers’ opinions.
Social technologies are being used to connect with customers to build strong and lasting relationships and are
changing the consumer experience for the better.
As much as I have fought being part of social
media, I must admit that I find it interesting and rewarding. I can find a recipe for anything and get
reviews on it and ways to change or improve it almost instantly and then I can
make it and share my experience and advice with others I don’t even know. Social media definitely makes it easier to
share information quickly.
Businesses are being forced to bring their “A”
game – they can follow online activity about their company and/or product and
be part of the “conversation” and address concerns or problems. If many people are having a problem with a
specific product or company and it’s not being addressed, the consumer will
quickly find a replacement. “Consumers are taking ownership of brands, and
their referral power is priceless.” (Socialnomics, Qualman, Ch. 5, p. 78)
Several downsides to social media and the sharing
of information are (1) if the consumer doesn’t want to share information on the
product or their purchasing experience and (2) whether or not they will write a
review without any incentive to do so.
Hopefully, those who do share their experience are honest and give accurate
information.
This social media craze is
certainly an advantage for the consumer but it is also an endless opportunity
for the company. Those who join in on
social media and follow what is being said about them have the advantage of
staying on top of trends, addressing any problems quickly and being involved
with their customer. Increasingly,
products and services are “finding” the consumer instead of the other way
around.
So, how do you shop? Do you search reviews? Ask friends and colleagues? Does their opinion influence your decision?
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