Matt Bullock
21 June 2011
There is much buzz in the ecommerce industry around the business potential of social networking initiatives.
According to a recent e-commerce-guide.com report, however, social networking is only helpful for building ecommerce businesses if it is used wisely.
Jason Sadler, founder of iWearYourShirt, told the news provider that, for some businesses, social media is a waste of time.
Many small businesses, Sadler said, waste valuable time by engaging with social media in ways that are not helpful.
"Small businesses use social media to try to sell and social media isn't about selling," Sadler claimed. "It's about the conversation."
According to the report, ecommerce businesses should take a multi-stage approach to leveraging social media. Simply building a social audience as a place to promote sales, the report said, is ineffective. Rather than "trying to close the deal too quickly," a business should first build a social presence that centres on conversation.
Of course, many other tools are also central for a successful ecommerce business, such as an attractive website and a secure payment gateway.
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