[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#Article","articleBody":"Carol Spickerman, president of Newmarketbuilders, reports that more brands are\u00a0looking beyond a \u201cFacebook-only approach\u201d to social media and embracing new platforms in creative ways that are driving sales and marketing efforts alike. Facebook has been a place where innovation has thrived, from allowing purchases on-site to creating new approaches to sharing content. Its reign as the go-to may be coming to a close.\nFacebook first can\u2019t stand up to options\nSpickerman\u2019s recap of last week\u2019s eTail West conference reveals that marketers are savvier when it comes to social media, of course, but they are also looking at the medium as a \u201cplayground of possibilities\u201d for user-generated content. As user preferences shift, the shrewdest marketers will take note and leave behind the Facebook first mentality in order to reap the benefits of a range of channels and platforms.\nUser-generated content coming to market\nWhat exactly is user-generated content? It is the purest form of marketing in that the reviews, presentations, and images are direct from the user. In an age of people seeking reviews more than quotes or pitches, user-generated content is brand gold. It also projects a credibility as the source is from consumers rather than brands.\nMany smart brands are using social media as a way to gather marketing images, in particular. She points to streetwear brand Stussy as a good example: That brand recently started using Social Board, an online aggregator, to harness all content with the hashtag \u201cStussy.\u201d That generated millions of user images. The one-two punch of credible, authentic content that takes nothing more than a search to generate in a way does marketers\u2019 work for them.\nWhat\u2019s the new social media platform to watch? Spickerman says Vine, a micro-video platform owner by Twitter, was on everyone\u2019s lips at eTail West. Read the full story on RetailWire.\nOld direct-to-consumer marketing playbooks don\u2019t work today. Tap into the future of CPG, DTC, engagement, and loyalty HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2017\/08\/Emily_Kelly-150x150.jpg"},"name":"Emily Morrow","sameAs":["https:\/\/twitter.com\/emkmorrow","https:\/\/www.linkedin.com\/in\/emilykmorrow\/"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/emily-kelly\/"},"dateModified":"2021-09-14T11:17:32+00:00","datePublished":"2013-03-07T19:07:11+00:00","description":"Rather than a Facebook first approach, marketers are using social media and user generated content to augment brand content and engagement.","headline":"'Facebook first' approach is happening with fewer retailers","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#Article_ImageObject","height":"600","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2019\/09\/fcec-share-image3-1200x600.png","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/","name":"'Facebook first' approach is happening with fewer retailers","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#Article"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2013","item":"https:\/\/www.the-future-of-commerce.com\/2013\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"03","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/03\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/03\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"‘Facebook first’ approach is happening with fewer retailers","item":"https:\/\/www.the-future-of-commerce.com\/2013\/03\/07\/fewer-retailers-taking-facebook-first-approach\/#breadcrumbitem"}]}]