Lots of people think social commerce means product reviews on your website. This is understandable, given the popularity of reviews and their demonstrated influence on consumer purchase decisions.But in reality your social commerce experience can – and should – have broader reach. In fact, we’re strong proponents of injecting interaction and conversation into every part of the customer journey. That’s smarter commerce, and it’s built upon social elements like forums, blogs, photo and video galleries, groups, profiles, comments, recommendations, content discovery, gamification, social sharing, messaging and, yes, product reviews.Why go to the effort of creating such an integrated, immersive social commerce experience? Because in addition to influencing conversion, full lifecycle social commerce will enhance your efforts and results in audience acquisition, engagement, retention and referral.