Social Media-The soul of e-commerce in today's worldVarinder Singh Jawanda
26th Apr 2017
Social media – a combination of Facebook, Twitter, Instagram, and Pinterest – is
one of the main forms of consumer engagements in today’s technology-driven
world. Each and every brand is affiliated with social media, and thus, traditional
marketing is filtering in social media as one of its main sources of revenue. In
fact, experts predict social media taking over from traditional forms of marketing
in a matter of decades, if not years.
In India, internet penetration has seeped into a high percentage of the overall
population, and yet social media is the chosen option for many e-commerce
brands, especially amongst the urban section of the population. It is the channel
through which the Ecommerce universe is reinventing & positioning itself while
building customer awareness & engagement. The whole philosophy of marketing
being a two-way street has finally found its creative expression through social
media. Below are the few of aspects of Social Media that can help you achieve
more success in your business.
• Driving traffic through social media: One of the best ways to driving traffic
through social media is to post your content more than once. Around 2.8 billion
people all over the world use social media at least once in a month (as per the
findings of We Are Social and Hootsuite). It has grown 21% year-on- year basis.
Social media, unlike what some people believe, is not a medium to seek personal
validation. It can also be a means of integrating the personal and public, and a
means of finding out about the larger world which surrounds one, at every level.
Facebook as a medium is not about posting photos or updates only; it can be a
means of using a set of online collaborative tools such as shared pick lists, user
ratings and other user-generated content-sharing of online product information
and advice. Similarly, Instagram is not just about using trendy hashtags, it can
also be about providing a platform to talk about your brand through innovative
captions. Twitter can be about providing information customers need to research,
compare and ultimately choose your product over your competitor’s.
• Boosting brand awareness and online reputation through direct contact:
The ability of people to recognize your brand and your reputation has a direct
impact on your sales rate and success of the organization. A huge percentage of
consumers in today’s social networking world prefer shopping from the brands
they follow on social media. The direct and personalized contact with the
customers also lets you build the brand’s loyalty which is a critical technique to
increase your revenue.
• Hyper- targeting and personalization for Customer Acquisition: Since
social media lets you have a direct contact with your targets audience, it helps
your marketing content serve straight to the customer’s pain point. It gives the
business an opportunity to create personalized campaigns based on their target
audience, instead of depending upon a one-size- fits-all approach for achieving
the desired result. Thus, Social Media has come out as an effective tool that
helps you reach millions of potential customers across the world with a
• Social proof your brand via share, retweets, likes, reviews: Social media
gives e-commerce business a social proof or a review of your product based on
other people’s opinion. A lot of people today take the decision depending on what
others have to say about it. The products reviews, blogs, shares, retweet, likes,
etc. are social proofs validates your business in front of the budding as well as
existing customers. It encourages the buyer and makes them more comfortable
with their buying decision.
• Advertising in large consumer base with minimal effort: Talking in terms
of favorable outcome these social media platforms play a prominent role. Mainly
because millions of people can be found under the same roof at one point of
time, thus, this feature has made reaching out to a large number of consumers at
the same time, the most efficient tool for promoting e-commerce. It not just helps
in promoting the website but also informs the customers about the availability of
various products and services they have been searching for. This practice helps
in generating high traffic and increase in sale
• Newsjacking Opportunity: This feature helps enables you to align your
activity on social media platform with some trending post or topic. You can gather
maximum benefit by referring to a particular topic that is popular outside the e-
commerce domain and people are sharing it and already attracting towards it.
This approach will help you raise awareness about your brand, increase sales
and help you in successfully achieving your marketing goals.
Social media will always be a forum where the world of e-commerce finds its
mirror i.e. it is easy to locate the changing needs and expectations of customers.
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