“Social Media” is often thought of as a single thing, but in the world of ecommerce it covers numerous areas – from paid product marketing on Facebook and Instagram, to brand activity that may be a mix of organic and paid across numerous platforms, to customer support handed across from Twitter or Instagram direct into an ecommerce team. It’s a complex space – understanding the opportunities and nuance of ecommerce social media marketing can reap rewards for virtually any online retailer, or organisation with an ecommerce strand.