The main aim of businesses engaged in social commerce needs to shift from conversion to conversation. So, are we saying that its okay to neglect conversions in order to engage the customer? Not at all. In the long run, conversation will lead to conversion.
Customers are fed up with being told to like, share and buy. Instead of fangating(yupiq.com) to promote ‘likes’ or push-advertising, businesses need to promote user—friendly content and customer engagement. As we can see with Zappos or Apple, loyal customers are the best brand ambassadors.
In a sense, the future of social commerce is a return to the past. Companies need to go back to the old mom-and-pop store style personal interactions, only they need to bring it online. As Gary Vaynerchuck put it, social commerce means “allowing the personality, heart and soul of the people who run all levels of the business to show. And…shape[ing] word of mouth by treating each customer as though he or she were the most important customer in the world”.