The term “social commerce” is the trend du jour for marketers, yet there’s confusion in many circles about what that really means. At its core, social commerce is about turning customers into advocates.
Social commerce means many things to many people. Some equate social commerce with capital-I “Influencer” marketing. Others think of social commerce as the process of marketers reaching consumers directly via social media platforms.
Truth be told, the original and most potent form of social commerce is embodied by everyday word of mouth. That is, social sharing in which people recommend their favored things to their family and friends and are rewarded if a purchase is made.