[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/","headline":"‘Facebook first’ approach is happening with fewer retailers","name":"‘Facebook first’ approach is happening with fewer retailers","description":"Marketers are using social media and user generated content to augment brand content in ways that deliver engagement.","datePublished":"2013-03-07","dateModified":"2024-02-27","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/emily-kelly\/#Person","name":"Emily Morrow","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/emily-kelly\/","identifier":216,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/e1a6b9e9410da52a3baabbac612ba6017cee3e29053c47dc554eabe78303e0da?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/e1a6b9e9410da52a3baabbac612ba6017cee3e29053c47dc554eabe78303e0da?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/11\/what-is-brand-community-1.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/11\/what-is-brand-community-1.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/content-marketing\/","name":"Content Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Content_marketing","http:\/\/www.wikidata.org\/entity\/Q558685"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},"Retail Trends, Data, News",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/social-media\/","name":"Social Media","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Social_media","http:\/\/www.wikidata.org\/entity\/Q202833"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/trends-commerce\/","name":"Trends","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Fad","http:\/\/www.wikidata.org\/entity\/Q787045"]}],"wordCount":339,"keywords":["Digital Marketing","E-commerce","Ecommerce","Facebook","M-commerce","Online Shopping","Social Marketing","Social Media"],"articleBody":"Carol Spickerman, president of Newmarketbuilders, reports that more brands are\u00a0looking beyond a “Facebook-only approach” to social media and embracing new platforms in creative ways that are driving sales and marketing efforts alike.Facebook has been a place where innovation has thrived, from allowing purchases on-site to creating new approaches to sharing content. Its reign as the go-to may be coming to a close.Facebook first can’t stand up to optionsSpickerman’s recap of last week’s eTail West conference reveals that marketers are savvier when it comes to social media, of course, but they are also looking at the medium as a “playground of possibilities” for user-generated content.As user preferences shift, the shrewdest marketers will take note and leave behind the Facebook first mentality in order to reap the benefits of a range of channels and platforms.      Fashion technology: 7 startups strutting innovation and growth                Fashion technology is driving innovation as shifts towards digitalization, automation, sustainability, and AI are reshaping operations, supply chains, and CX.      User-generated content coming to marketWhat exactly is user-generated content? It’s the purest form of marketing in that the reviews, presentations, and images are direct from the user. In an age of people seeking reviews more than quotes or pitches, user-generated content is brand gold. It also projects a credibility as the source is from consumers rather than brands.Many smart brands are using social media as a way to gather marketing images, in particular. She points to streetwear brand Stussy as a good example: That brand recently started using Social Board, an online aggregator, to harness all content with the hashtag “Stussy.” That generated millions of user images. The one-two punch of credible, authentic content that takes nothing more than a search to generate in a way does marketers’ work for them.What’s the new social media platform to watch? Spickerman says Vine, a micro-video platform owner by Twitter, was on everyone’s lips at eTail West.  Marketing that clicks.Results that rock.Take the product tour HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2013","item":"https:\/\/www.the-future-of-commerce.com\/2013\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"03","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/03\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/03\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"‘Facebook first’ approach is happening with fewer retailers","item":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#breadcrumbitem"}]}]