Social Media Marketing: Learning to Chase Online Word of Mouth
Fab.com is a pioneer in social retailing, the kind of e-commerce site that encourages shoppers to discover and select products through crowd-sourcing. It sends out emails daily, alerting design mavens to flash sales of whimsical, limited-edition items—like candy-colored typewriters or clear plastic coasters embedded with gummi bears—and offering a variety of ways to share their favorites with friends. Founded last June, Fab has already racked up more than 4.5 million members, who collectively shell out about $400,000 on a typical day, the company said. But behind that fast success is a new social media math.