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Likeable Social Media, Revised and Expanded: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More, 2nd Edition by Meg Riedinger, Mallorie Rosenbluth, Carrie Kerpen, Dave Kerpen

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CHAPTER 18

Don’t Sell! Just Make It Easy and Compelling for Customers to Buy

It was early December 2009, and my wife and I were cuddled up on the couch, laptops in hand, as any other social-media-happy couple might be. Carrie was logged in to Facebook, checking out all the latest updates from her friends and pages she liked, when she saw one about a new scarf from the Limited “as seen on Oprah.” She thought the update was interesting enough to click, and when she did, the seemingly typical “shopping cart” appeared, with options to purchase the scarf in a wide variety of colors.

One thing that was quite different, though, from other online shopping ...

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