Social Media Impact on Corporate Commerce

In a competitive business climate, corporations need to make use of every tool available to gain an edge. 

One valuable method is the use of social media, including websites such as Facebook and Twitter, as well as blogs and forums. Social media impacts key areas such as marketing, transacting business and customer relationships.

Personalized Shopping: Features such as Open Graph on Facebook allow customers to provide companies with information about buying patterns and the types of products purchased. When a customer indicates that she "likes" certain products by clicking on this Facebook feature on a company's website, the company can use this information for personalization. On subsequent visits, shoppers can receive a personalized list of products and special promotions that relate to their interests. 

This enhances the shopping experience and can possibly lead to additional sales.
Social Media Impact on Corporate Commerce
Integration: As social media websites have developed, the capability to integrate between social media and company websites has also developed. For the company, this makes it easier to drive traffic from the social media site to its website. For example, shoppers can use a company's Facebook page to log in to its online store or the product page. Customers can also use social media to write reviews based on their experience, which can influence other shoppers to make purchases.

Marketing Strategies: Some companies have incorporated social media into their overall marketing strategy. Zappos, an online clothing and fashion accessories retailer, has gone to the extent of developing the slogan "Let's Be in a Like-Like Relationship" to appeal to Facebook users. After new fans "like" the site, the company then asks them to join their email list so they can receive more product information. Some content as well as special deals and promotions is only available to these individuals.

Enhancing Image: Companies can also use social media as a way to enhance their corporate image. The Ford Motor Company uses the company's blog, "The Ford Story" to attract positive comments from customers, and they post the headings on the front page of the corporate website. The blog is also used to gain helpful feedback from users, including design suggestions for future automobiles.

This allows customers to feel they have a stake in the company and that Ford cares about their input.
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