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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Actually, “social” isn’t always the answer

Answered => “What are examples of e-commerce sites that have implemented a social layer” on Quora.

http://www.quora.com/What-are-examples-of-ecommerce-sites-that-have-implemented-a-social-layer

=> My answer…

I’d read the article. Thank you. And I’d like to add an answer here but it would help me to understand what exactly you thought was great about the article. I’m not taking a passive aggressive swipe at the article. I’m just curious about the context of great in this case.

That said, on one hand I agree with Craig Donato (in his article) the traditional / standard e-commerce experience to put it bluntly usually sucks pretty bad. It’s amazing how many normal exciting and engaging brands/products could put a tweaker into REM sleep in 60 seconds or less. That’s not to say I want feel like I’m on a vidoe game while I shopping. But come on now, a couple of images and some lukewarm copy. Really? That’s it?

Yes, Craig does make some good points but I’m not so sure masking the symptom with “Let’s go social, of course” is going to cure the the true underlying problem. To get to the root of the matter, growth-minded brands/sites would be to stop thinking about visits, visitors, consumer, buyers, etc. and embrace a world where The Guest Experience is the only experience that matters. Once you focus on The Guest and The Experience then the stars begin to align. And yes, Guest willing, that could entail a “social layer” or perhaps not.

Craig’s heart was in the right place when he advocated a more browsing-centric experience. Something with more foreplay (?) if you will. Again, I agree. But to slap the “social” band-aid on yet another fundamental business ill doesn’t go deep enough – at least not for me. Depth will come when the context and perspective shifts to being Guestcentic.

Admittedly, I did not answer THE question but I do believe I addressed a fundamental arc in the plot of said question. Or so I hope. :)

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