Social Media

Our social media marketing coverage addresses management tools, educational courses, platform tips, social analytics, and strategies for Twitter, Facebook, LinkedIn, Instagram, and more. We’ve interviewed merchants who rely on social media traffic, and vendors who provide specialized services.

  • Screenshot of a dog on Boxed Water's Instagram page Social Media

    5 Examples of Off-site Social Proof

    March 14, 2022 •

    Social proof can reassure shoppers that a merchant's products are worth buying. We addressed on-site social proof examples in January. This piece looks at off-site uses.

  • Screenshot of Hershel Supply's Instagram shop Social Media

    Instagram Shops: Tips and Strategies

    March 8, 2022 •

    Instagram shops are an extra ecommerce storefront and offer the opportunity to convert viewers into customers. Here are a few in-the-trenches selling tips.

  • Screenshot of tweet from Disney+ showing "Beauty and the Beast" Social Media

    The Best Ecommerce Content for Twitter

    March 1, 2022 •

    The best ecommerce content for social media depends on the channel. We've addressed content for Instagram, Facebook, Pinterest, and LinkedIn. This post discusses content on Twitter.

  • Screenshot of Warby Parker post showing the outside of a physical store Social Media

    Behind-the-scenes Content Is Authentic Storytelling

    February 24, 2022 •

    Behind-the-scenes content provides customers and prospects with a real-life view of a company. It drives authenticity and thus trust. Here are four examples from online retailers.

  • LinkedIn logo on a smarphone screen Social Media

    The Best Ecommerce Content for LinkedIn

    February 13, 2022 •

    We've addressed the best ecommerce content for Instagram, Facebook, and Pinterest. This post discusses dos and don'ts for content on LinkedIn.

  • Screenshot of a Nike tweet showing a sneaker Social Media

    12 Examples of Brands in the Metaverse

    January 25, 2022 •

    Metaverse is the blending of digital and physical experiences. The term first appeared in a 1992 novel. Now brands are in the metaverse, engaging consumers creatively.

  • Screenshot from the 101 Okey Plus game Social Media

    93 Mobile Games of Zynga

    January 18, 2022 •

    By acquiring Zynga for $12.7 billion, Take-Two Interactive is receiving a huge bench of programmers, millions of users, and (at least) 93 popular mobile games, which we've listed here.

  • Sample Etsy pin showing how to make a rope hanger Social Media

    The Best Ecommerce Content for Pinterest

    January 10, 2022 •

    Pinterest may be the best social media platform to introduce products and drive online sales. We explain how to use boards and pins for ecommerce in this must-read piece.

  • Illustration with text "social media" under a magnifying glass Social Media

    The Risk of Social Media Marketing

    January 4, 2022 •

    Ecommerce marketing decisions are difficult. Advertising, search engine optimization, social media, content marketing — all involve communicating a message to an audience. But depending on the channel, the marketer may not control the message, its distribution, or even the audience.

  • Screenshot from Glossier's Instagram page of a young female Social Media

    5 Social Commerce Must-haves for 2022

    January 4, 2022 •

    Social media is upending global ecommerce. In China, the world's largest ecommerce market, online buying is a social experience, with live-streaming, in-app purchases, and content. Elsewhere, Facebook's impact will only increase given its massive size, native data collection, and growing set of ecommerce tools. Here are five social commerce must-haves for 2022.

  • Screenshot from ModCloth's Facebook page of a female in front of an outdoor Christmas tree Social Media

    The Best Ecommerce Content for Facebook

    December 21, 2021 •

    Facebook is the king of social media for businesses. Billions of consumers learn of brands and products via the platform. In this post, I’ve collected seven types of content on the world’s leading social platform for merchants to stand out, connect with an audience, and grow a following.

  • Photo of dozens of people holding images of themselves Social Media

    Social Media Demographics by Platform

    December 14, 2021 •

    Social media marketing can make or break an ecommerce company. But knowing which social site to focus on is often difficult. To that end, I've compiled critical audience demographics for the leading social platforms. What follows will hopefully assist in identifying the best options for your business.

  • Screenshot from Polywork's home page showing animated characters Social Media

    11 New Social Networks for 2022

    November 29, 2021 •

    Here is a list of new and emerging social networks to explore in 2022. There are networks for developing professional relationships, messaging in real-time, sharing experiences in audio, and exploring augmented reality. Several of these networks offer ad-free environments with enhanced privacy.

  • Image from Nike's Instagram page of a female athlete Social Media

    The Best Ecommerce Content for Instagram

    November 24, 2021 •

    Instagram is a marketing powerhouse. But ecommerce merchants often miss the opportunity. Too many focus solely on sharing product images, not connecting with prospects. I've collected in this post seven types of content ecommerce merchants can use on Instagram to connect and engage with followers.

  • Screenshot of a smarphone screen with "Facebook Ads" logo Social Media

    Facebook Lead Ads Lowered CPA, Boosted Results

    November 14, 2021 •

    When your marketing plan requires newsletter signups, event registrations, and resource downloads, Facebook lead ads may be a powerful tool at an attractive cost-per-acquisition. I have been a fan of this ad form for some time, but recently I tested it for a software-as-a-service company.

  • Social Media

    My 3 Rules for Social Media Success

    October 19, 2021 •

    Roughly 4.2 billion people worldwide use social media. In 2021, all ecommerce businesses should attempt to connect with prospects on those platforms. This is my first post to help merchants utilize social media for brand awareness and sales.

  • Image of a male holding two red cups for sale Social Media

    6 TikTok Tools for Shopping

    October 4, 2021 •

    TikTok is the latest social media platform to focus on ecommerce. TikTok unveiled its shopping platform at its inaugural World event, with new tools to help brands and merchants sell to TikTok's users. The release is a culmination of recent efforts to integrate shopping into TikTok.

  • Screenshot from Facebook for Business of a female conducting a live video shopping session Social Media

    Facebook Could Dominate Ecommerce

    October 4, 2021 •

    Facebook is among the top social media networks in the world. It is also a leading advertising and communication platform. And it could soon dominate ecommerce.

  • Screen capture from Facebook's Horizon Workrooms Social Media

    21 New Social Media Tools for Merchants in 2021

    September 12, 2021 •

    New and updated social media tools can enhance an ecommerce business. Here is a list of new social media tools and platform updates in 2021. There are tools for shopping, influencer marketing, live streaming, payments, dynamic advertising, and more.

  • Screenshot of Microsoft Surface ad from BeOp Social Media

    Shopper Privacy Could Boost Contextual Ad Targeting

    August 19, 2021 •

    Consumer privacy concerns could prompt advertisers to find alternatives to tracking-and-behavior-based ads, giving contextual targeting a boost. Contextual targeting is not new, although it's becoming more sophisticated. It is based on a tried and true concept: Place your ad next to relevant content.

  • Image of Conor Ryan Social Media

    What’s the Future of Social Media Advertising?

    July 19, 2021 •

    Many businesses recognize the need for social media advertising. But describing social media ads is a bit like counting raindrops in a thunderstorm. The trends are many, fast-moving, and often gone in a flash. At least one industry practitioner believes social advertising is growing in acceptance despite tracking concerns.

  • Illustration of an Instragram logo. Social Media

    How to Supercharge an Instagram Bio

    May 27, 2021 •

    I've addressed Instagram captions and advanced selling strategies. I have not addressed Instagram bios, however. Many companies use bios to simply state what they offer. But an Instagram bio can be much more.

  • Screenshot from a Converse video Social Media

    14 Brands on TikTok, for Inspiration

    March 29, 2021 •

    Contributor Kaleena Stroud’s recent TikTok articles help merchants produce videos on that platform and drive sales. In addition, following the TikTok tactics of leading brands can generate ideas for your own promotions. Here is a list of top brands on TikTok to inspire your production and marketing.

  • Screenshot of TikTok video page Social Media

    4 Ways to Drive Product Sales from TikTok

    March 28, 2021 •

    Social commerce is growing. Facebook tools include Shops, Checkout, Commerce Manager, and Live Shopping. Instagram has those options and more. TikTok is the newest craze. Posting engaging videos to that platform can drive traffic to a website. But can it generate customers, too?

  • Screenshot of an Instagram page on a phone Social Media

    Will Social Commerce Disrupt Retail in U.S., Europe?

    March 8, 2021 •

    Social commerce in China combines content, chat, live streaming, and sharing with in-app retail purchases, obliterating the distinctions between social media networks and online stores. China's style of ecommerce is so successful it has the potential to disrupt retail in the U.S. and Europe.

  • Screenshot of ofHouseparty icon Social Media

    Social Media Updates for Commerce, Live-streaming, More

    February 2, 2021 •

    Social media sites help businesses build a brand, engage customers, and sell products. Many popular networks continue to innovate with new features, particularly around ecommerce. Here is a list of social media updates to explore in 2021.

  • Illustration of a social media concept Social Media

    Charts: Social Media’s Impact on Ecommerce Revenue

    January 13, 2021 •

    Social media's impact on global ecommerce revenue varies depending on the platform. Almost half of Pinterest users shop on the site. Pinterest users also generate the highest average order value, at $154, versus other social media channels. Less than 10 percent of Snapchat and Twitter users shop for goods or services on those sites.

  • Photo of a 93-year-old lady holding "I Need a Beer" sign Social Media

    12 Outstanding Digital Media Campaigns from 2020

    December 21, 2020 •

    Reviewing the year’s best digital marketing campaigns from established brands can generate ideas for your own efforts. Here is a list of outstanding digital marketing campaigns from 2020. The campaigns are mostly tied to Covid-19, working remotely, the presidential election, and social injustice.

  • Image of Instagram logo Social Media

    Is Longer Copy Better for Social Media Ads?

    November 29, 2020 •

    I’ve addressed the importance of copywriting for Facebook and Instagram ads. Many marketers default to short copy — a few sentences, max — thinking that their audience will not read more. But that is not accurate, in my experience.

  • Social media illustration Social Media

    15 Social Media Plugins for WordPress

    November 17, 2020 •

    Here is a list of social media plugins for WordPress. There are plugins to display icons from hundreds of social media networks, schedule and automate publication, track engagement, and more. Some of these plugins are standalone, while others are bundled with larger sets of WordPress tools.