How Facebook commerce falls short

09/6/2011 | GigaOm

Facebook commerce is being touted as the next big thing in online shopping, but many brands are missing the point, Michael Olson writes. Most big e-commerce sites get a third or so of their traffic from organic searches, Olson writes, but most Facebook commerce pages are hard for nonfans to discover. Until Facebook starts giving marketers the analytics and search engine optimization tools they need, he writes, brands are better off treating Facebook as an adjunct to their e-commerce strategy rather than as their primary online sales hub.

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