Cracking the ‘Commerce’ Part of Social Commerce

3. Be highly active and experimental; find out what works for your particular business. On every social media site, including Facebook, engagement is the key to success. While it's true that many Facebook users go to the site primarily to view friends’ photos, a certain segment enjoys mingling with brands and talking about products with other consumers. A retailer's job is to make these users as "contagious" as possible, because the more "liking" and "sharing" these users do, the more people will be attracted to the merchant's Facebook page.