Chapter 8Social Commerce

Middle-class people sit around trying to think of how to spend money. One of the most powerful ways to figure that out is looking at what your friends are buying, people you trust.

—Andrew Mason, founder of Groupon

Social commerce is an extension of e-commerce in which selling relies on people sharing products and services with their friends via social networks. Over the past few years, an entire industry has been built around companies looking to capitalize on friendships. There are various approaches to social commerce, since each social network operates differently. For example, Twitter has a limited number of characters you can post when promoting items for sale, so your tactics are limited compared to listing products ...

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