How do you stay on top of social media as it shapes e-commerce?

The mass adoption of social media is one of the most significant changes of the past century. Being able to witness how the internet has evolved is something I am very grateful for as I have been able to see how it changes and affects everyday life. From how we communicate to democratizing access to information, social media is no longer a fun tool. It is an essential aspect of any business strategy. This is especially true for e-commerce.

Many experts and entrepreneurs have recognized the relevance of social media in the e-commerce industry, giving rise to the term social commerce. This term refers to the integration of e-commerce companies into social media, which platforms like Facebook, Instagram and Pinterest have added in recent years.

In June 2021, Facebook announced that more than 300 million people were using the marketplace feature. Now, Facebook is working to expand its e-commerce efforts, which seems like a smart investment as online profits continue to grow.

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Because social media is a rapidly changing environment, it can be difficult to keep up with the latest trends in online customer service, but it’s not impossible. Let’s see how you can keep up.

Offer multiple communication channels

Trying to get in touch with a company and find that they only use one social media platform to communicate can be extremely irritating. What’s worse is when it’s a platform I don’t use. It’s almost like the green vs blue SMS bubbles between Android and Apple users, it can be a bit shocking to see something different.

When I advise entrepreneurs, I suggest that they make the user experience as smooth as possible by meeting them on the social media platforms where they spend their time. For example, if you limit yourself to providing customer support solely through WhatsApp and Facebook, you may miss people who have moved to other platforms such as Telegram, Signal, and Discord.

By opening multiple communication channels, you ensure that people can interact with your company or brand at any time. Not only will this result in more leads, but it should also increase customer satisfaction.

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Ask an expert to help you

The increasing relevance of social commerce has led many people to specialize in learning the ins and outs of the impact of social media on e-commerce. If you’re unfamiliar with how social media works, how to create or integrate accounts across platforms, or set up automation tools, I recommend following and consulting the industry leaders.

I’ve noticed that certain companies are making a name for themselves by providing expert support. GROW AI, for example, focuses on creating AI-powered chatbots specifically designed to help other companies in the e-commerce industry. I learned about this company from an interview with its founder, Liziana Carter. From automating Facebook Messenger, Instagram and WhatsApp direct messages to providing unique insights into customer bases, they’ve changed the way businesses approach ecommerce.

By watching other companies innovate, I learn about trends and new ways of approaching how I do things. The ecommerce world is competitive and fast-paced, and it can be difficult to keep up.

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Prioritize some of the basics when deciding where to improve your online customer service practices. Think about what’s important to you in a business experience and then make sure you offer it to your customers. Fast and easy communication must be available and accessible. If you struggle with that, consider using current resources. Keeping up as social media trends continue to change, e-commerce is the key to success.

The opinions expressed here by Inc.com columnists are their own, not Inc.com’s.

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