Good E-Commerce Social Media Integration

Written by  September 4, 2009

We’re going to revisit 1-800-FLOWERS.com’s Facebook example to further illustrate how the e-commerce site has integrated Facebook and other social media sites to communicate with its past, present and (hopefully) future customers.

You can see from their Facebook Wall Page that 1-800-FLOWERS.com includes both its website URL as well as its Twitter address right at the top of the page. This is a great idea if you fans or visitors that use both Facebook and Twitter. It also shows that you’re not just limited to one form of social media communication.

1800 Flowers Facebook Wall Page
1 800 Flowers Facebook Wall Page

Notice the top wall post on this screen shot. The article link with supporting text is a great way highlight an exciting sale or promotion taking place on the actual site. Social media users will not stand for e-commerce sites only pushing sales down their throat. If you want to secure a sale, try throwing a dose of human spirit into your posts and not a repetetive “Buy my product now!”. Take a second to also notice how the site didn’t leave its Fan’s “Hey Everyone” post on its own. They’re showing some care and human interaction by responding back even if that’s the only response.

1-800-FLOWERS.com is good to include its Twitter address on its Facebook page and does a great job of interacting with customers on its Twitter page.

1800 Flowers Twitter Page
1 800 Flowers Twitter Page

Again, human interaction is key here. The folks at 1-800-FLOWERS are right on with their fun and appreciative twitter responses. There are very useful Twitter tools available that allow you to keep track of when your Twitter name is being used or written about which is a great way to interact. Imagine what those consumers feel like when they see that their post was heard by the folks at the site they purchased from. You’re almost as good as sold for their next purchase.

Another best practice worth pointing out here is that not every Tweet needs to fill all 140 characters. Notice how some Tweets are as simple as “That’s Fab! Spread the Word Please :-)” while some include a condolence and thank you for purchasing from the site. A great way to keep your consumers engaged with you and your site can be seen near the top, where a giveaway winner was highlighted and others were instructed to stay tuned for more at a future time.

1-800-FLOWERS.com does a good job of pulling its social media all together by including a link to its Facebook Fan Page right on the front of the site.

1800 Flowers Home Page
1 800 Flowers Home Page

While not every e-commerce consumer uses these social media tools, those that do will appreciate the social media savvy.

While 1-800-FLOWERS.com does a good job of integrating its social media, there are two things I noticed about their social media use that I would add or change:

  1. Include a link to Twitter on the home page. Avid social media users will appreciate that they can find the site on multiple platforms.
  2. Take down the link to the blog our update it with a current link. The blog link found on the Facebook Information leads to a dead blog that appears to no longer be in service.

Have you found examples of good e-commerce social media integration? Be sure to share them in the comments below.

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Comments

4 Responses to “Good E-Commerce Social Media Integration”

  1. Jason on September 8th, 2009 10:47 am

    Thanks for this Blog. We are currently trying to promote our new site. We used zen-cart and I used your 20 surefire ways to help me put the site together. This current post is further help as I was look for just this information.

    Thanks again

  2. Oh come on... on December 6th, 2009 12:15 am

    You have got to be kidding. This is such a non article it’s not true.
    Are people seriously so dumb that they can’t figure this stuff out for themselves? Calling it ‘social media integration’ to make it sound more baffling doesn’t detract away from the fact that it comes down to:

    A: Register a page for yourself on a social network
    B: Put your web address on it
    C: Actually interact with the people who join your page
    D: Link back to that page on your website.

    There. I just saved you a few hundred words and some screendumps.
    It really does scare me how stupid people are getting…

  3. Eric on December 7th, 2009 12:18 pm

    Thanks for the comment, but you would be surprised how many people search for how to do this exact thing (directly from within Facebook) and come to this page (again, linked to from within Facebook search results.)

    Based on that it looks like a lot of people are searching for how to do this. Keep in mind that what is easy for some may not be for others and for those that wish to see how a large retailer is utilizing Facebook (1800 Flowers has been a front runner in working with Social Media and utilizing new concepts with it) find this post very helpful. Again, what may be second nature to others (seem easy) is not the case for all people. I would not call them dumb for wanting to know how things work though.

    The other thing to keep in mind is that just setting up a social network account, linking back to it, and thinking it will work—likely won’t. If you do not integrate the proper way you run the risk of losing some of the benefit that comes from a strong Social Media campaign. Just being present is not enough—that is if you really wish to gain the maximum benefit Social Media can have for your company.

  4. Razibul Hassan on October 2nd, 2011 1:38 am

    Apart from integrating Social media links, e-commerce site owners should seriously consider selling their products on facebook through an facebook application API. This facilitates them not only to get connected with the millions of social network users’ pipeline, it enhances the visit, sells and increase the ROI. Thanks for the great post….

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