Commerce

The buying and selling of goods and services through social media entails making a direct pitch to consumers or potential consumers who are using social media. It means taking advantage of the social media platforms' various features and tools to get across the two core messages: that you have something for sale, and that it's worth buying. In some instances, making the pitch could involve a direct, hard sell.

But much more often, it entails using the platforms' features to make what we might call a soft sell. That is, using the social media platforms in a way that engages the users on those platforms, builds a rapport with them, and makes them more likely to consider what you're offering—without coming across as too pushy. Historically, selling through platforms like Facebook, Instagram, and Snapchat has worked because these platforms themselves have done the heavy lifting of getting tons of people to hang out on them.

They're platforms where people spend time, and if you're on a platform where people are spending time, there's a good chance you could sell something to them.