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The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer, First Edition by Clara Shih

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7. Mobile Messaging and Social Commerce: Going from ‘Likes’ to ‘Buys’

“If I had to guess, social commerce is next to blow up.”

—Mark Zuckerberg in 2010

In the first decade of the Facebook era, social media permeated the entire buyer’s journey, becoming an integral part of marketing, selling, customer service, product development, and more. Social networks became the place where people go to discover, research, and validate purchase decisions, and then to talk about their purchases after the fact. But until recently, social networks did not directly facilitate actual commerce in any meaningful way.

All of this is changing right now, thanks to the explosive growth of mobile messaging apps, many of which have incorporated payment capabilities. Six ...

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