The 'like' button: everyone knows it. It is said that Facebook influences users' opinions. Because someone 'likes' something, retailers can receive information about the users. So far, Facebook has not succeeded in giving retailers the desired result. Will Facebook become a sales channel, or not?
Millions of users and the retailer
Facebook has millions of users, and it is important that none of those users are forgotten. Facebook must always remain mindful of this. Before it can become a successful sales channel, they still need to pay attention to many matters, including technical and moral issues. What is already a fact, however, is that Facebook has developed into a place where people communicate frequently, much like mobile telephony originally was. Facebook influences our opinions, for example, regarding which retailers we choose to shop at. As soon as you press the 'Like' button, the retailer receives information about you. All thanks to an innocent little button. Many users do not even know to whom their profile data is being released.
The target audience that Facebook offers is very attractive to any company. That is why many companies cannot resist the temptation to use Facebook to acquire customers. Companies are looking for the best way to obtain customer information, including via Facebook.
Benefits for the retailer
Nowadays, retailers can use various Facebook tools to improve their own site. The 'Like' button is a plus for an attentive online retailer. A Facebook user's timeline can be linked to an offered product or service. What is the advantage of this? Companies are aware of what the user wants and can tailor every offer or advertisement to the preferences of Facebook users. Another advantage is that, as a company, you also have a link to the friends of this Facebook user; this allows you to gain more customers.
One might wonder whether Facebook users have no objection to this. Facebook is used so frequently by users that they don't even worry about companies being able to see their personal information. Users don't even notice it and don't pay attention to it either. You might question whether this is legal, but consumers appreciate that it yields more benefits: after all, they only receive things that interest them or that they are looking for.
Is Facebook a real sales channel yet? I don't think so yet… Maybe it will expand in the future, what do you think?