alvinbraden
08-22-2011, 01:29 PM
Kim Diamond, Asia managing director of Bazaarvoice, which provides social commerce tools, told ZDNet Asia in an e-mail that when "social is placed as near to the purchase decision point as possible", companies can measure the impact of user-generated content, such as product reviews and recommendations, on their business in terms of sales--both online and offline.
Content contributions from the customer, hence, become the central force of a company's business strategy for growth and sales, Diamond said.
Paul Marsden, who is a digital ethnographer and editor of social commerce blog Social Commerce Today, said social commerce supports both social interaction and user contribution among the consumers themselves. These two factors assist in the online buying and selling of products and services, he said in an e-mail interview, adding that when user content is shared online socially, customers become better-informed shoppers and online retailers achieve more sales.
Marsden explained that sales volume gets a boost because social commerce makes the company's own retail site or social media profile, such as Facebook, more attractive since customers can shop and connect with their peers at the same time.
Content contributions from the customer, hence, become the central force of a company's business strategy for growth and sales, Diamond said.
Paul Marsden, who is a digital ethnographer and editor of social commerce blog Social Commerce Today, said social commerce supports both social interaction and user contribution among the consumers themselves. These two factors assist in the online buying and selling of products and services, he said in an e-mail interview, adding that when user content is shared online socially, customers become better-informed shoppers and online retailers achieve more sales.
Marsden explained that sales volume gets a boost because social commerce makes the company's own retail site or social media profile, such as Facebook, more attractive since customers can shop and connect with their peers at the same time.