This is Social Commerce: Turning Social Media into Sales

INTRODUCTION: THE DEATH OF ATTENTION

It’s early winter and I’ve been invited to give a keynote speech to a conference. It’s about social media and whether it’s really making money for people or not, and whether it’s performing as a business tool. As I try to find the venue, someone I’ve never met points me in the right direction.

They’ve recognized me from my picture on Twitter, which is flattering. I wonder, perhaps idly, how many other people half-recognize people from their Twitter streams these days – it’s a network that encourages communication with strangers after all.

I get to the venue and make my introductions. My turn to speak arrives and I look out at the audience. Many are looking at me but an equal number are looking down at laptops, ...