Facebook is not a sales tool.

By Kellie J. Lala

Think social media is a cool way to make sales?  Think again.  According to a February 17, 2012 Bloomberg report, GAP, Inc., J.C. Penney Co. and Nordstrom Inc. have all opened and then closed down their storefronts on Facebook Inc.’s social networking site. There was hope that Facebook would turn into a new on-line destination, a place where people would spend their money.  But it was really trying to sell stuff to people hanging out with their friends at bars.  Facebook also fully intended to profit from retailers buying ads to drive traffic to their on-site stores.  Those numbers have yet to be seen.  Gamestop’s Ashley Sheetz VP of marketing said “we just didn’t get the return on investment we needed.  For us, it’s been a way we communicate with customers on deals, not a place to sell.”   GAP, Inc. and their sister companies Banana Republic and Old Navy have all opened and closed their Facebook sites.  They found that their customers preferred to shop their own websites.  They also saw that Facebook was just another place to shop for all the stuff that was already available on their websites.  Why manage two of the exact same thing?  How are you using Facebook and other social media tools?  Does it make sense to repeat the deals or offers from your website?  Good question!  Happy selling!