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Facebook has become far more than an online destination to share pictures and dole out birthday greetings. Users now access thousands of applications and games, conduct surveys and polls, and even track friends’ locations. Not surprisingly, Facebook has evolved into a powerful marketing tool. Today, marketers are looking at ways not only to promote their products and services through Facebook but also to sell them. But is purchasing via Facebook safe? Here are a few things you can do to assure your customers that buying your goods or services on Facebook is safe:
1. The first priority for brands selling through Facebook is to ensure the integrity of consumer data. Be sure to partner with a social commerce platform provider that is PCI Level 1 Compliant. This is the highest standard of online payment security and is required of all e-commerce sites—Facebook should be no different.
2. Offering familiar payment methods such as PayPal, Google Checkout, and Amazon Checkout gives your customers options they are already confident using. With more than 90 million active Amazon accounts, offering Amazon Checkout means many customers will already have an easy option to engage in secure transactions without having to input their financial information.
3. Give your customers the power to share their purchases and experiences, but do not share this information on their behalf. Consumers will become wary of retailers who post their purchases onto walls and news feeds without their permission. Empower your consumers to spread your message, but be vigilant about protecting what they don’t necessarily want shared.
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