How to own your social efforts through a new channel for connection

In the past, social media was a place for engagement with likes, shares, comments, views and advertisements. It was hard to quantify. Hard to show its importance and impact. That’s all changing.

In the new era of social, you can launch new sales channels that align organic and paid campaigns that qualify your audience and drive revenue.

This of course is the era of social commerce. It encompasses growing changes in our audience-driven ecosystem.

What exactly is social commerce? In short, it's using social media platforms to sell products or services. Your brand is already using these strategies, from a post about your product on Instagram and including a link to buy it in your bio, setting up a Facebook shop, or using Pinterest to drive traffic to your website.

But to take it a step further, the most overlooked and underrated star of social commerce is conversation, at scale.

Automated messaging between your brand and audience allow for instant and personalized connection. There you can capture your growing audience, nurturing them into customers with relevant messaging and super short journeys. Strong strategies can arise out of this new opportunity to connect on an owned channel, tweaking offers and messaging from real results and behaviors.

Platforms are changing their algorithms to favor this type of connection, and users are becoming more accustomed to making purchases through social media.