In itself, the notion of social network–fueled shopping—or “we-commerce”—isn’t wrong-headed. It’s not even anything new. Personal recommendations from friends have always carried more weight for consumers than slick marketing materials or promotional pushes. It also piggybacks on the same human nature that drives us to tell friends about a big clearance sale or where we got that amazing new stand mixer for half the price.
People expect to be sold on Pinterest. Each image is like an ad in a magazine meant to be ripped out or repined.
This is a big difference from Facebook where the expectation is on engagement first. Selling within Facebook always creates an awkward experience, like selling someone something in a bar.