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Social networks and e-commerce: Where should your brand be?

Nowadays most online businesses dedicate a part of their budgets for social media as a part of their marketing strategy. Facebook, Instagram, Twitter, Pinterest… we all know that our customers are there socializing, sharing content, searching and finding information, so it is natural that social networks become our commercial window.

But bear in mind that the biggest mistake many e-commerces do when it comes to social media strategy is thinking that their presence in the social media platforms will attract clients. Wrong. Before start opening profiles for your e-commerce like crazy, you should have clear these points:

  • Where are you clients? Going where your customers are is the core objectives of any marketing strategy, but this doesn’t mean you have to be in ALL the social networks. Being the manager of an e-commerce means your time is precious so you need a return on every effort you dedicate to something. In order to do the right choice, think of your target audience and rule out the social networks that you think are not of their interest. This way you can focus on the ones you know you will be more successful when reaching out to your customers.
  • Who will be managing your social networks? Yes, your presence in the social networks has many advantages for your business: you get to interact directly with your clients, you will learn about their concerns, problems, suggestions, and you can increase customer engagement and finally sales. But you have to do it prudently. Social networks don’t sleep and your customers will expect instant answer when they communicate with you. In fact, 42% of them will expect a response within 60 minutes and 57% expect the same response time at night and on the weekends as during normal business hours. A community manager is the perfect fit when it comes to deal with the interaction of your brand and its customers in the social networks. This role will be in charge of responding to all the queries, solving the problems or criticism you may receive at the same time the grow your online community.
  • How are you going to approach your customers? Generally, our clients use the social networks for socializing, so don’t be surprised if they don’t appreciate your efforts on trying to sell them products there. You need a different kind of sales strategy. Your customers will follow your brand in the social networks if they feel affinity with it. Being informative, creating confidence around the brand and its products and connecting with your customers will bring you not only sales but brand awareness and engagement. Create content that is useful for your customers and where you solve the problems they might have; show them in videos or photos how useful your products are; write informative blog post and share them in the social networks so your customers learn and gain confidence on your brand and finally lead them to an appropriate sales funnel.

So, in which social networks should your e-commerce be?

Let’s analyze the top 4 from an online business point of view:

  • Facebook: Of course on the very top of the pick we find Facebook dominating from a prominent position as a source of social traffic and sales. An average of 85% of all orders from social media come from Facebook which makes it the ideal platform for targeted advertising of your products or services. Besides, it has the highest conversion rate for all social media ecommerce traffic at 1.85%
  • Twitter is the best option for clever content, conversations or social support. Twitter has 288 million active monthly users, 19% of the entire adult population currently uses Twitter according to Pew research, which makes it the 6th largest social network. 23% of men chose this social network as the most influential when it comes to e-commerce. In order to sell in Twitter you can use the Twitter product card which will allow you to provide more information about the product and use more space than the standard 140 characters.

twitter card


  • Instagram: Considered the best social network for brands with attractive physical goods, Instagram is running its first marketing campaigns that will transform viewers into clients. Now e-commerce stores can link their Instagram ads to product pages. Instagram’s first linking capabilities have been available since March when it launched carousel ads that let brands post slideshows of images that end with a button for viewing additional content.

To sum up my best advice is to use social media wisely as a part of your overall online marketing strategy. Give your followers other options in your social networks apart from the buy button as subscribing to the newsletter for instance.

Once that you are present in one or several social networks, set your best efforts towards it. Test different approaches, optimize your strategy and keep up with the latest developments of the different social networks you are in.

social networks and ecommerce


This post is also available in: Spanish

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