I'm a Facebook user. And I've clicked the "like" button. But I don't think I have ever done it for an ecommerce site, not even the ones who are trying to lure me with freebies. According to a recent eMarketer article online merchants love Facebook's like button. I think they may be distracted by the latest shiny object. As social tech guru Brian Solis wrote in Business Week yesterday, "too many companies are diving into social media without thinking a project through."
In Brian Solis's new book "Engage" he states that likes "facilitate the sharing of 'the love' in byte-sized actions that reverberate through social networks, resulting in a formidable network effect of movement or diversion. It is the digital curation of relevant content that binds us contextually."
True, all true. And for the things that I happen to be passionate about personally, I'm a big liker and I love getting turned onto other things that my network likes.
But for me, these have yet to be online merchants. Online merchants are not going to make themselves relevant to me or know what I want if they rely solely on my liking them.
Brian Solis also mentions in his book that we are "faced with an increasingly thinning state of continuous partial attention (CPA)." What this means for me is that I am already pretty saturated regarding where I am willing to actively participate, even something as small as a like. I've Yelped, I've posted reviews on Amazon, but I am increasingly less motivated to do so. So what does this mean for online merchandizers? Namely one thing-- while engaging with people on Social Media and offering opportunities like reviews and ratings is a wonderful thing to do, don't leave out the lurkers and the window shoppers.
Measure engagement with everyone. Adapt your online experience to suit the current needs of everyone, likers and non-likers alike.
In Brian Solis's new book "Engage" he states that likes "facilitate the sharing of 'the love' in byte-sized actions that reverberate through social networks, resulting in a formidable network effect of movement or diversion. It is the digital curation of relevant content that binds us contextually."
True, all true. And for the things that I happen to be passionate about personally, I'm a big liker and I love getting turned onto other things that my network likes.
But for me, these have yet to be online merchants. Online merchants are not going to make themselves relevant to me or know what I want if they rely solely on my liking them.
Brian Solis also mentions in his book that we are "faced with an increasingly thinning state of continuous partial attention (CPA)." What this means for me is that I am already pretty saturated regarding where I am willing to actively participate, even something as small as a like. I've Yelped, I've posted reviews on Amazon, but I am increasingly less motivated to do so. So what does this mean for online merchandizers? Namely one thing-- while engaging with people on Social Media and offering opportunities like reviews and ratings is a wonderful thing to do, don't leave out the lurkers and the window shoppers.
Measure engagement with everyone. Adapt your online experience to suit the current needs of everyone, likers and non-likers alike.
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