Social Utility: How to Turn Social Media into Social Sales

From Social Commerce Today —

“social commerce works when social features offer genuine social utility that comes in three basic flavours:

Social utility that helps people solve problems socially using their social intelligence (ability to learn from each other and profit from social situations – e.g. collective buying) (Mercedes)

Social utility that helps people solve the social problem of standing out, by helping them manage their social status by expressing themselves (e.g. fan-first offers that ‘sell’ bragging rights (Burberry)

Social utility that helps people solve the social problem of fitting in by facilitating social bonding (e.g. social media gift stores (Starbucks, Anton Berg)”