We just read a very interesting article from Yoni Assia, CEO of eToro.

Here’s his post…

How Google can overtake Facebook in Social Commerce in 3 Steps

As you can get from the title of the post, Yoni’s suggestion is that Google+ is ideally positioned to rule the Social Commerce space. Interesting, huh?

Yoni suggests that ads on Facebook haven’t really worked because the platform is highly personal at its core and so people don’t really respond to ads in this environment.

No argument from us that Facebook ads haven’t quite clicked (pun intended) yet, but we reckon this is more because we (and by we we’re talking all of us marketeers) haven’t yet worked out how to deliver the message on Facebook in a way that makes it more social – ie: more personally relevant.

Remember those first TV ads? They we’re basically a spokesperson standing in front of a camera, reading the teleprompter. It took the marketeers a while to work out how to create the right content for the new platform. The same is happening now with social ads.

Of course, this is part of what we’re trying to do at SocialShout! – deliver meaningful word of mouth promotion across the social networks. We’re trying to find a better way to deliver brand messages in a social setting.

Yoni talks about how the current search model of Google is geared towards low-cost/high-margin stuff and doesn’t really take account of many of the social aspects of promotion like virality, social proof, etc in their algorithms. Good point. He also suggests a few small changes they could introduce to skew the equation more towards social.

I’d recommend you read his post to get a better understanding of this bit.

To sum it up…

“G+ just needs to become the ‘Facebook for business’, the place to see what your friends are buying, and for how much.”, says Yoni.

Food for thought, huh?

PS: Thanks Yoni for a great post and for getting us thinking!

PPS: The book is not by Yoni. We just liked the image.