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The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales by Paul Marsden, Paul Chaney

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SECRET 3THE EXPERIENTIAL IMPERATIVE

Nothing ever becomes real till it is experienced.

—JOHN KEATS

WIDESPREAD PANIC

When Josh saw Widespread Panic at the 2011 Austin City Limits festival, the experience blew him away. The band rocked, grooved, and riffed their way through a 25th Anniversary tour date to a sold-out crowd at Austin’s new Moody Theater. You just had to be there, Josh told his friends; being part of the live experience, sharing classic band moments in the making with other fans, was truly amazing. Except that Josh wasn’t there. He was over 1,000 miles away in a South Beach condo, tuning into a pay-per-view experience on Widespread Panic’s Facebook page.

For a $5 “entrance fee” (using Facebook’s virtual “Credits” currency or PayPal), ...

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