EBay Discusses Its Social Media Strategy -- It's Not Just About Facebook

E-commerce giant eBay (EBAY) prides itself on being active and innovative across 15 different social channels. Just this past week, the company announced that it was partnering with Facebook (FB) to roll out a chatbot on Messenger.

But eBay doesn't just settle for the obvious platforms; it goes for the niche ones, too.

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Among the channels eBay is active in are Imgur, Kik, Stumble Upon, and We Heart It. The average investor may not have even heard of these platforms, but for eBay, they are key drivers of customer acquisition and brand building.

We sat down with eBay's Head of Global Growth, Jody Ford, to learn more about how he's making social a central part of eBay's growth strategy.

TheStreet: How does social media fit into eBay's larger strategy?

Jody Ford: Over the last few years, we've been driving global marketing. The purpose is to communicate with customers off eBay and find new users and provide them with great personalized experiences. Social, which is one of our priority areas within the organization, is a massive opportunity. Nearly half of all millennials use social in their shopping journey. Customers are spending 40 minutes or more on social media per day.

We have to be there, and we see competitive advantage by being the first to be there. Ten percent of our marketing traffic in the U.S. is coming from social. That traffic has doubled in the last two years. That gives you a sense of how significant it is. We continue to see it as an important investment. It's where our customers our going. 

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