Social commerce is essential to earning your sales and engagement objectives from the perspective of profitable marketing campaigns and efficient use of financial resources. Social commerce is defined as the use of social networks for business development.

Social networks can create conversion among future consumers or those who have already shown interest in our brand by optimizing the marketing efforts set up.

Conversion can be defined as transforming the actions suggested by advertising campaigns into concrete actions carried out by the consumer. The consumer can take various steps like subscribing to a newsletter, filling out a contact form, downloading a document or even purchasing the goods or services offered.

Thus, conversion is a way to measure and maximize the number of users performing clear actions on different platforms or websites. Indeed, Social Commerce is useful when your social networks allow users to complete the transaction on them or to finalize the payment steps on the website.

There are many ways to encourage conversion and maximize the marketing efforts set up by social commerce.

In fact, one is through strategic positioning across multiple platforms to reach more diverse user segments.

A more diverse online presence allows a company to get a better return on investment by giving customers what they want on every platform, from Instagram to LinkedIn. Speaking of user experience, read the article “Generating sales via social media: it’s possible!” for more information on best practices to follow on different social networks.

Another way would be to use social commerce as an outlet to create genuine connections with users. Consider the opinions and feedback of your customers. That data can be relevant for analysis and improvement.

For example, Dove’s #NoDigitalDistortion advertising campaign features real-life ambassadors to boost the self-esteem and confidence of their users. This initiative shows that the company cares about their consumers by offering them products that are better suited to their realities and adopting a vision that speaks to the well-being of consumers.

Moreover, ensure that your customer service adequately responds to consumers’ questions or concerns. Allowing customers to have a space to express themselves about your business, in a good or bad way, becomes social proof and a guarantee of quality for your future customers.

Including a space dedicated to user questions is a great way to show that they are taken care of and that their satisfaction is an essential part of your corporate culture.

For example, on the “Drunk elephant” brand business page, the “send a message” feature allows consumers to reach the company by direct message on Facebook. Then, users ask questions or express their dissatisfaction about different products by writing directly to the company.

Finally, on a technical level, check that your social platforms are correctly configured. Here is a checklist to make sure you are ready to convert via Social:

• You have a professional Instagram account
• You have a professional Facebook page
• You have installed Facebook Shop and programmed Instagram Shopping
• You installed Shopify

• Am I optimizing the use of my different social platforms?
• Have I connected my Facebook Shop and my Instagram Shopping?
• Is my customer service satisfactory?

Bathelot, B. (2020, January 22). Social commerce – Définitions Marketing. Définitions Marketing. Online

Maggia, M. (n.d.). Taux de conversion : 4 tactiques d’optimisation pour générer des leads. digitaweb. June 16, 2021. Online 

eDesign Interactive. (n.d.). 7 Ways to Leverage the Power of Social Media. Retrieved June 16, 2021. Online 

Godin, C. (2021, March 3). Générer des ventes via les médias sociaux, c’est possible! Online