Distrust Factor Hammers Facebook Stores
The online population has evolved sufficiently now to no longer be dazzled by a w-e-b-s-i-t-e or, indeed any other kind of platform. In a tech-savvy world where social media networks have turned communication across the globe near instant, online interaction is subject to the same nuances that the offline world has experienced for centuries.
In other words if you have any kind of web presence the primary aim has to be to gain and retain credibility and authority and then work to project this in such a way that it can translate into sales. Facebook has become the world’s social media darling by stint of its size which is almost over 10% of the world’s population, so at face value it’s a no-brainer that if you have any kind of eCommerce presence you need to be there.
Figures released in December 2011 by ThreatMetrix in partnership with the Ponemon Institute however paint a picture which should make every brand with a Facebook store sit up and start worrying. Quizzing Facebook users in a survey the firm found that 53% of those who say they are active internet users do not believe that Facebook’s storefronts are committed to protecting them against fraud, with a further 23% saying they are unsure.
Given the role social media plays in obtaining web traffic, driving brand awareness and increasing market share it becomes evident that in order for the effort and energy invested in these pages by Brands, to pay off, there has to be a change in the way social media marketing is carried out. How has to be as much of a change in the way social media platforms operate as in what those who create a brand presence there, do.Continued on the next page