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BizReport : Social Marketing : February 20, 2014

Top 3 tips to create better social commerce campaigns

For social commerce to have a big impact on 2014 ecommerce revenue, marketers need to adjust their strategies. That according to one expert who believes social holds a lot of potential - for both retailers and consumers.

by Kristina Knight

"Businesses that take the time to understand the particularities of the social media and market themselves in a truly social manner will emerge as winners in the ecommerce realm," said Nissim Lehyani, CEO and Co-Founder, Easy Social Shop. " Traditional advertising on social media sites is incongruous with the social atmosphere, and therefore yields tepid results. Shoppers trust products and brands recommended by their friends. Retailers hoping to take advantage of social commerce need to do more than place ads on sites; they need to consistently engage with shoppers through interesting content and facilitate a conversation about their products."

The problem, says Lehyani, is that retailers don't truly understand how the social space works. And without the understanding they are left to use social as they may have used email or product reviews in the past. How can retailers create a different relationship?

First, think of community first. Social media has a massive audience, but rather than trying to engage each user retailers need to engage types of consumers - readers, fashionistas, gearheads. By segmenting the social space retailers can offer more personalized content and ads and can stand out from the crowd.

Second, think engagement. Rather than throwing up a PDF of the week's sales flyer, talk to shoppers.

"It's not enough to make a Facebook page or Twitter handle and update it occasionally with news. Consumers expect brands to engage with them through relevant, interesting content that stimulates interaction and discussion. Posting great content can go a long way in nurturing a loyal fan base that will spread word of the business to their social networks," said Lehyani.

Third, think personalization. Use that rich social data that is attached to social media profiels to get to know the shoppers that have friended you in the social space. Using that data, tailor and personalize messages to increase engagement.

Image via Shutterstock

Tags: Easy Social Shop, ecommerce, social commerce, social marketing, social shopping

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