Social Commerce is Just Commerce!

I hate when the tech and media industries create cutesy names for no reason. For some reason when Commerce is conducted in some way through or on a Social Network they name it Social Commerce.

com·merce

 [kom-ers]

noun

1.

an interchange of goods or commodities, especially on a large scale between different countries (foreign commerce) or between different parts of the same country (domestic commerce); trade; business.

2.

social relations, especially the exchange of views, attitudes, etc.

3.

sexual intercourse.

4.

intellectual or spiritual interchange; communion.

5.

(initial capital letter) Also called Commerce Department. Informal. the Department of Commerce.

 

Wow did not know number 3 was part of the definition maybe we view this sex for money thing completely backwards?

Anyway, back to my point. Bloomberg had a great article on how major brands are shutting down their Facebook Storefronts. I have seen some of these storefronts. The fact is they are like one of those center kiosks in the mall vs what an actual store holds. And you can't do on Facebook the things you can do on your own website and trick it out with tons of inventory, bells and whistles etc. I called failure on this in the past and not surprised this didn't work. People don't go to Facebook to shop. In fact why would you? If I wanted to buy a product from a brand online why would I go to Facebook and not their website which is just as easy to get to, more robust, or and who trusts having Facebook see your credit card number anyway?

But if I buy something on Facebook is that different than Amazon or physically in Starbucks? No it is all the same. So let us just be honest and call it Commerce ok? E-Tailing? Is RETAILING! E-Commerce? Commerce. Get it? Nope?  Why I aughta.... <SMACKS UPSIDE OF THE HEAD> Capiche? Good.

Oh and for some comedy Forbes which I never read because they are the Mashable of Business Trade Publications allowed a company that makes storefronts on Facebook to counter the Bloomberg article. They give a graph supporting their business with no numbers. Hilarious stuff.

Online Privacy Redux

I have written about this before. Especially in my previous blog I covered this major study 

Today Mike Bloxham had an article on Media Post discussing why Brands need to view this as their issue too.  It is a great read and he makes many very key points. I have railed and laughed at Pete Cashmore of Mashable for declaring privacy dead in 2009. To many of my peers and marketing/ad agencies/tech companies feel because a tool is used people do not care abut privacy. Mike hits some key points on these false view points.

The fact is beware. No one trusts Facebook even though most people use Facebook. But doesn't anyone wonder if there was an easy alternative that we might all leave immediately? Is there a wonder at why in April 2010 Facebook said on it's Fact Sheet Page that users spent 55 mins per day on average? And now that number is ranging from 11 to 21 minutes from various sources (Facebook has removed any claims on time spent now). Yes we now spend time elsewhere. But also many do not trust Facebook.

So Privacy is a Valid Concern for Brands not just Social Networks. Trust is important even if we begrudgingly allow certain activities it does not mean we condone them. What is interesting in the study I linked above is not just the percentage of people against tracking online, it is the high percentage who want jail time for managers of businesses that get caught doing this without a person's knowledge.

We are used to Politicians not listening to the people. But Brands beware if you do not listen the public has a much easier time turning on you and impacting your business.

Mobile is a Tool and Make it Simple

Six Tips to Go Mobile without Going Broke 

Excellent post on Spin Sucks by Eric Koester

Anyone who reads this blog knows that we are a big champion of smart mobile.
We recently covered:

Smart Location Based Marketing Tips and What Mobile is Good For

 

The key with Marketing in general is understanding not just your target audience but also the platform you wish to reach them on. Lately I have been approached by agencies offering inexpensive mobile apps for IPhone and Android. While we LOVE apps just because they are inexpensive doesn't mean they are a positive investment. 

 

The number one tip that Eric covers is make your website mobile formatted if you intend to reach your customers there. Think about your business. Think about what mobile could be used for to amplify your ability to reach customers and sell. Then implement those tools because Mobile is a tool. Simple is best. If I have to drill through screens you are doing something wrong. If you make an app and hope I find it in the market place you wasted your money. If you invest in something because you think I will use it without asking me first how I want to use it, you are wasting your money.

 

There is help out there. The best way to address this is find a consultant or agency that does not own a platform or technology, this way they can choose what is best for your business vs forcing on you what they own or sell. In fact ask me.