A more apt title will be ‘Social is not only Facebook’. Infact, none of the social networks. The point is, putting Like, G+, Tweet and Pin It button does not enable social shopping.
What makes it social then? Before answering this question, I would like to put it there first – Nobody has got social shopping right. I also know that there are many who have realised that indiscrimate sharing on social networks is not the be all and end all of social shopping, talk about interest based networks.
When speaking of interest based networks, people talk vaguely about boards in Pinterest or groups on Facebook. However, I believe, most of us are completely overlooking the most important and relevant interest based network in online shopping – the shoppers themselves. If I think about it, it makes perfect sense. If I am a shopper, there is a 100% inclination to connect with other shoppers and see what they are upto.
This inclination to connect meanginfully is not natural on social networks like Facebook. When I’m on Facebook, I am not there to check out products or to shop (one thing which we now know seeing the massive failure and eventual closedown of Facebook store fronts). However, if I am on a shopping site, I have made my intention loud and clear – I am there to shop.
Leveraging this network (more like an place wich people visit currently) and letting people connect with each other can be a great way to boost product discoverey and also a reason for people to hang out.