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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 11DRIVE DISCOVERY

In one word, social commerce is about discovery.

—CHRISTIAN TAYLOR, FOUNDER OF PAYVMENT

GADGET OBSESSION

Justin is a technophile. Discovering new products to add to his collection is one of Justin’s favorite things to do, so he visits Best Buy two or three times a week to check out the latest gadgets. His penchant for consumer electronics is so strong that he spends literally thousands of dollars per year at the big box store. Justin also loves Facebook, though he never uses it for shopping. Except this time.

When scanning his news feed, Justin noticed a status update from a friend who had just purchased an iPhone case from an electronics accessories site called Speck.com. Embedded in the update was a link. Justin clicked ...

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