The Rise of Social Commerce

by Brian Solis

500 million Facebook denizens are plotting their social graphs.

145 million Twitter users Tweet and ReTweet.

3 million people are checking-in on FourSquare.

Brands are flocking to social networks, some with strategies and others simply experimenting with community building. 

What’s clear is that the 3F’s (friends, fans, and followers) are not created equal. 

Those brands who examine the composition of their existing community will find that many are simply seeking access to exclusive specials and content.

According to a recent comScore report, 23% of Twitter users follow businesses to find special deals, promotions, or sales. 14% of Twitter users reported taking to the stream to find and share product reviews and opinions.  

Earlier this year, Chadwick Martin BaileyC’s of Community – commerce. published a study that showed 25% of consumers connected to brands on Facebook did so to receive discounts. But here’s where things get interesting, in the same report, comScore found that Facebook and Twitter visitors spend 1.5x more online than average Internet users. Herein lies the opportunity for brands looking to add yet another “C” to many more [. . .]

Brian Solis is the author of Engage and is one of most provocative thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis's research and ideas have influenced the effects of emerging media on the convergence of marketing, communications, and publishing. Follow him on Twitter @BrianSolis and at BrianSolis.com.

Net Link: http://www.briansolis.com

The Rise of Social Commerce