The majority of companies are convinced that they need to utilise social media, but many are still searching for the best approach and a strategy that fits their company. The interaction between businesses and social media users is generally on brand level, as consumers communicate with the company's brand. Most companies have thus generally adopted a brand-led approach in the social media channel.
Social commerce has not come necessarily with the advent of Twitter or Facebook. There are some early tools, such as consumer reviews and rankings, which have proven to be integral to good and successful e-commerce design. Amazon is a very good example of the integration of social features. The company has a huge repository of product reviews which have had a very positive impact on sales. While Amazon has implemented the review system the actual reviews are user generated and written for the company.
There has been a distinct shift in the importance of the internet in business to consumer (B2C) interaction. The rapid development of Web 2.0 is expected to have a profound impact on how the internet is used and its impact on consumers and businesses. It might also disrupt some of the traditional models and change the roles which consumers and business had established through the "transitional" web.
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