Despite the fact that Facebook commerce has emerged as a big disappointment for some large companies and that poorly executed strategies can do more harm than good, social media marketing as a channel isn't about to disappear.
In fact, consulting firm Booz & Co. thinks that social media is a great way to influence buyers and will eventually result in $30 billion in global social commerce revenue ($14 billion in the U.S. alone).
Given the way some companies are backing away from the Facebook f-commerce efforts, you might wonder whether Booz might need to reevaluate its estimate. And yet, a Booz survey suggested that 27% of consumers who spent at least one hour a month on social networking sites would be willing to make purchases through social networking.
It might just take more time, as e-commerce did, as people change their habits to adapt to new circumstances and capabilities. As Booz noted:


