via gigaom.com
Facebook’s explosive growth has led many to question whether it will become the de facto hub of commerce for retailers. Facebook Commerce is alluring because it enables companies to harness social capital, and retailers are eager to tap into the tremendous word-of-mouth potential of fans liking products, making purchases, and sharing with friends.
Social media strategists often tell their clients to “fish where the fish are,” but while Facebook storefronts can be effective to facilitate impulse purchases, are they the right long-term strategy to grow sales through social media? Perhaps not.
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