Social Commerce Basics
This term describes how social media influences product discovery, purchasing decisions, and buying behavior.
What is social commerce?
This is the first stage of the social commerce customer journey, when a person first encounters a product or business.
What is discovery?
Customers use this common five-point system to communicate their overall satisfaction with a product or business.
What is a star rating?
This marketing concept describes how people use the actions and opinions of others to influence their decisions.
What is social proof?
When a customer asks a question about a product on social media, the business should respond in this manner to demonstrate good customer service.
What is responding promptly, professionally, and helpfully?
These two activities allow consumers to learn about products on social media before deciding to purchase them.
What are researching products and reading reviews?
After discovering a product, a customer watches YouTube reviews and searches for information about its features. The customer is in this stage.
What is research?
A customer writes about their experience using a product, describing its strengths and weaknesses. This type of feedback is called this.
What is a customer review?
A customer decides to try a restaurant after seeing several friends recommend it on Instagram. This is an example of this type of influence.
What is social proof or word-of-mouth recommendation?
A customer posts a positive review about a local business. The business can strengthen its customer relationship by taking this simple action.
What is thanking the customer or acknowledging the positive feedback?
A customer discovers a new product through TikTok but purchases it later from the company's website. This shows that social media can influence this even when the purchase happens elsewhere.
What is a purchasing decision?
A customer examines two competing products, looking at prices, features, and customer ratings before deciding which one to buy. This is the customer journey stage.
What is compare/comparison?
A business has hundreds of five-star reviews, but many contain identical wording and were posted within minutes of each other. These are potential warning signs of this practice.
What are fake or manipulated reviews?
Daily Double: Double Points For A Right Answer
A TikTok product video receives two million views, but the comments contain numerous complaints about product quality. This illustrates why popularity does not automatically create this.
What is customer trust or credibility?
A company receives several complaints that its online product description is misleading. Rather than arguing with customers, the business should investigate the complaints and take this corrective action.
What is correcting inaccurate information or improving the product description?
A clothing store receives thousands of likes on its Instagram posts but very few sales. The store should investigate this relationship between audience engagement and actual purchases.
What is the relationship between engagement and conversion?
A customer purchases a product after watching several reviews. A week later, they post their own experience on TikTok. This final stage can influence other potential buyers.
What is sharing?
Daily Double: Double Points For A Right Answer
Two restaurants have similar menus. Restaurant A has a 5.0-star rating from four reviews. Restaurant B has a 4.6-star rating from 400 reviews. Before recommending either restaurant, a marketer should consider these two pieces of information.
What are the average rating and the number of reviews?
A clothing company pays an influencer to promote its products. To maintain transparency, the influencer should clearly communicate this relationship to viewers.
What is disclosing a paid sponsorship or advertising relationship?
Daily Double: Double Points For A Right Answer
A local gym receives many questions on Instagram about membership prices, but customers rarely sign up. The gym could reduce uncertainty and encourage purchases by making this information easier to find.
What are clear membership prices, options, and registration instructions?
A business wants to increase sales through social media. Instead of simply posting more advertisements, it should develop content that builds trust and encourages customers to take this action.
What is making a purchase or taking a desired action?
Daily Double: Double points For A Right Answer
A skateboard shop's TikTok videos attract thousands of viewers, but customers rarely visit its website to register for lessons. The business should improve this part of its customer journey by providing a clear next step.
What is the transition from discovery or interest to purchasing or registration?
A customer leaves a detailed two-star review explaining that a product arrived damaged. Instead of deleting or ignoring the complaint, the business should take this professional action.
What is responding respectfully, acknowledging the concern, and offering a reasonable solution?
A business wants to build credibility with potential customers. Rather than relying entirely on promotional claims, it could showcase these types of evidence from real customers.
What are authentic reviews, customer testimonials, demonstrations, or genuine customer experiences?
A business receives many views and likes but few purchases. Before spending more money on advertising, its marketing team should examine these factors to identify why customers aren't buying.
What are customer trust, product information, pricing, customer feedback, and barriers to purchasing?