I still maintain that one day, Facebook (or its successor) will be recognized as one of history\u2019s great shopping venues but marketers are going to have to be far more ingenious, inclusive and socially sensitive in their approach. \u00a0That doesn\u2019t mean putting like buttons on ads and calling it a day. It\u2019s means creating amazing digital architecture that lets people go shopping with their friends.\u00a0 It\u2019s about staging exciting Facebook events people can share with their friends and family. \u00a0It\u2019s about crafting unique, memorable and socially sticky content that people can\u2019t get anywhere else. \u00a0It means NOT advertising.<\/p>\n

As for the belief that social hangouts can\u2019t be places of commerce, it\u2019s simply unfounded.\u00a0 In fact, we have only to look as far as the local market, mall or Main Street to understand just how\u00a0social<\/em>\u00a0shopping really is. \u00a0\u00a0Shopping is and always has been as much a product of sociology as it has been a driver of commerce. The two are joined at the hip.<\/p>\n

All of this is more than just a mere tweak for marketers.\u00a0 It\u2019s a massive and historic shift.\u00a0 In essence it\u2019s a transition out of the industrial advertising era into a new and enlightened age of marketing. \u00a0\u00a0And it may be a transition that not all brands are capable of making and frankly, perhaps that\u2019s a good thing.<\/p>\n","protected":false},"excerpt":{"rendered":"

By Doug Stephens Bloomberg recently suggested that F-Commerce (as it\u2019s come to be known) has been failure. \u00a0 They pointed to retailers like GAP and JCPenney [\u2026]<\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32,1],"tags":[210,67,211,212,46],"class_list":["post-1908","post","type-post","status-publish","format-standard","hentry","category-technology","category-uncategorized","tag-f-commerce","tag-facebook","tag-for","tag-forbes","tag-marketing"],"yoast_head":"\n