Social media have created one of the most exciting and efficient opportunities for retailers to reach their customers. It also offer great opportunities for the owners of social media networking sites to get ‘pay per click’ income when retailers post ads on the sites and visitors click on the ‘buy’ buttons to buy stuff.
That is why all popular social media networking sites such as Google, Facebook, Instagram, Pinterest and Twitter recently have added the ‘buy’ button to their sites. They did it to make online shopping easier for their users, and to make some money…
According to Anna Torres writing in the ChannelAdvisor, Twitter is backing off the easy-click purchase strategy. Maybe retail customers don’t like doing shopping on Twitter’s site?
How do retail customers use social media sites?
The customers of retailers visit specific social media sites for the following reasons:
- Facebook – as of the first quarter of 2016, Facebook had 1.65 billion monthly active users (Statista). So retail customers use Facebook because everyone else is using it.
- Google Plus – is an interest-based social network that is owned and operated by Google Inc. Similar to Facebook, Google Plus allows customers to add events, invite people, and then share photos and media;
- Instagram, owned by Facebook is a free online photo sharing and social network platform. It is a fun and quirky way for people to share their life with friends through a series of pictures.
- Pinterest was founded by Ben Silbermann, Paul Sciarra and Evan Sharp. It is a visual bookmarking tool that helps customers to discover and save creative ideas.
- Twitter, founded by Jack Dorsey – is a service for friends, family, and co-workers to communicate and stay connected through the exchange of quick, frequent messages. Fifty nine percent of Twitter users turn to the platform to catch up on news.
Retail customers use Twitter differently compared to what they do with the other social media sites. By mainly reading, listening to and viewing the latest news, they seem to have less appetite for shopping, avoiding Twitter’s buy buttons…
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