The term social commerce is said to be a subset of eCommerce where social media is used to ultimately drag prospects and returning customers to your website, where a purchase of products and services can be made.
This is the moment where your social media engaged (prospective) customer meets your master data as:
- The (prospective) customer creates and maintains name, address and communication information by using registration functions
- The (prospective) customer searches for and reads product information on web shops and information sites
One aspect of this transition is how master data is carried over, namely:
- How the social network profile used in engagement is captured as part of (prospective) customer master data or if it should be part of master data at all?
- How product information from the governed master data hub has been used as part of the social media engagement or if the data governance of product data should be extended to use in social media at all?