Has Facebook commerce flunked?
In my opinion, Facebook-commerce (F-commerce) expectations seem to be out of sync with most brands and the market’s capabilities. The problem, in fact, is in the evolution of communication within the medium.
Shops on Facebook only work as part of a social media strategy. And most brands are not sufficiently evolved in their social communication to make them work. Expectations and reality do not fit together and protagonists blame the medium not the messages.
You may have noticed that Facebook has been having steady...