Editor's note: Guest writer Craig Donato is the CEO of Oodle, a social maretplace that powers the Facebook Marketplace. Ecommerce today is imbued with the same DNA that runs through Google. It?s automated. It?s algorithmic. It?s certainly not human. And the marketing campaigns that are built with this DNA are similarly data-driven. They employ number-crunchers to capture their leads and build their databases, all the while looking for incremental ROI and arbitrage opportunities. But a new marketing game has come to town?social commerce. And at its core is an entirely different bit of DNA: the DNA of Facebook. This new variety of social commerce is about conversations. It?s about relationships.�It?s about re-humanizing online commerce. And for marketers to succeed with social commerce, they are going to have to rethink their game plan. Facebook has given us a brand new color palette. Now it?s up to us to figure out how to use it. I like to call this learning process ?de-ecommercification.?
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