Case Study: Incipio Taps Facebook as a Sales Channel

"We're shifting our strategy a little bit," notes Fathollahi, "from 'OK, this is how you buy product within Facebook' to 'This is how you discuss product within Facebook.' We're focusing on friend/experience, friend/opinion and interactions with people that you may not be friends with but who share that experience about a product. Then there's sort of the 'Oh, by the way, you can buy it, too.'"