It is really no surprise that online e-commerce businesses were one of the first groups to use social media to make their brand more social. Building a truly interactive social media community within an e-commerce platform is important as it creates a more efficient retail environment where customer opinions, relevant content and product information are freely distributed (Voiyk, 2012).
There are different strategies for using social media to enhance e-commerce development:
Display advertising – The downside of the explosion of social marketing display advertising is that it creates a somewhat cluttered landscape, but this can be mitigated through careful targeting. After all, display ads are much more than electronic billboards. They can be tailored for specific audiences and include things like coupons to prompt immediate action (Vendor seek, 2010).
Building brand awareness – Beyond advertising, using social media can be an opportunity to engage potential customers in discussions of a brand and to demonstrate quality and expertise (Vendor seek, 2010).
Spreading word-of-mouth – Raising a brands image does not have to depend solely on a company’s marketing team. Social media websites can be very powerful for campaigns. 46 percent of social network users report having posted something positive about at least one brand. Companies which have a small but loyal following can increase that following by encouraging customers to spread the word on social media sites (Vendor seek, 2010).
Incorporating a social media approach into an e-commerce development has good potential and can give positive results (Vendor seek, 2010).
I believe that social media will continue to play a pivotal role because it is absolutely crucial to an online retailer’s success today. Social media allows you to engage a customer, get new business and most importantly elicit invaluable customer…...