Introduction

It’s all about the money, the rest is just conversation.

—GORDON GEKKO, WALL STREET

“How do I sell with social media?” It’s a deceptively simple question, and one that an increasing number of businesses, brands and entrepreneurs are asking today. It’s also a question that we chose to dodge during one of our social media workshops back in 2010. Our evasive reply was that it was the wrong question—social media was not about selling, it was about connecting, collaborating, and communicating more effectively.

Two years and one blog—Social Commerce Today—later, we’re now ready to answer the question properly. The Social Commerce Handbook is our answer to the question of how to sell with social media. It is a practical handbook for businesses ...

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