In a recent post on Business2Community, Tom Bishop suggested that social networks are more like a playground than a shopping mall. The anaology was made to highlight the argument that direct selling on social networks doesn’t really work. The suggestion being that people don’t go to social networks to shop.

We do agree with Tom that social networks are certainly not a place for the hard sell. Maybe they’re not even a place to buy. But they certainly are a place to shop.

Shopping is the process of looking for something to buy.

So whilst you may not want to buy on the social networks, it sure makes sense to shop there.

Here’s our comment on Tom’s post….

Hey Tom!

Thanks for the post.

Totally agree with your premise that the social networks are not a place for the hard sell – or selling an old jalopy at a kid’s birthday!?!?

To use your analogy, though, I’d argue that social media is indeed much more like a shopping mall than a playground.

People go to malls for much more than the direct sale experience. They go to gather and wander and explore. They go to see what everyone else is wearing and buying. They go to contrast and compare. They go to interact with brands, products and people.

All of this, in my mind, proves the value of social networks in driving commerce.
Read more at http://www.business2community.com/social-media/social-media-marketing-for-commerce-or-community-0224026#vH3b8ffAti3Guc4U.99

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