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.

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. 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.