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referred, the products they have rated and shared, the social cou- pons passed along, or the order volume and revenue driven. Yet if a retailer’s badging software or referral tracking system has a limited connection to couponing, ratings or reviews, the Facebook shopping cart or the company’s core ecommerce, how can this be managed? This is where a social ecommerce platform, built from the ground up to be social, with comprehensive ecommerce func- tionality and the ability to work with existing commerce systems, becomes critical. The microblogging juggernaut
known as Twitter is only four years old, yet it presently boasts more than 175 million registered accounts, 100 million of which are younger than one year old. During the past twelve months, users have tweeted some 25 bil- lion times, with Twitter’s growth refl ecting the rapid expansion of the entire social media universe, which is now heavily populated by businesses looking to capital- ize on digital marketing. When it comes to promoting one’s small business on Twitter, the results have been hit and miss. While some report unparalleled pro- motional success, others claim Twitter has been a waste of time, so understandably this paradox casts doubt on the platform’s true promotional muscle for many. But for those who do it right, microblogging can be a market- ing dream come true for small business owners who skillfully
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