Wednesday, 22 June 2011

F-Commerce & The Implications Of Arbitrary For Brands

There has been more than one large Fortune 500 company who has casually mentioned to me in passing that their commerce team is considering how to utilize Facebook for a future sign-in method for their Corporate site.

The marketing power of getting earned media messages from your owned property to influence others inside the gated walls of Facebook is something large brands can't afford to not consider.

However, when i read posts like Mathew's here and Jillian York's of the Electric Freedom Foundation here it gives me pause.

Facebook may have a "right" to take down whatever pages it wants for whatever reason it wants (and I'm sure there are a lot of people who believe that), but what are the implications of that on your business? What is the cost of a disconnected Facebook sign-in for an hour or two while they figure out if they've made a "mistake" or not?

F-commerce and Facebook Connect may seem like the best marketing idea but until Facebook comes clean as to how these "mishaps" keep happening, if i were you Corporate IT and e-Commerce departements looking towards the social commerce future, I would seriously consider the ever changing Terms of Service at Facebook and the Implications of what arbitrary could mean for your brand.

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