'Social Commerce' like any hyped trend du jour is a pretty broad and ambiguous term. One distinction that we are seeing with clients of www.blucarat.com is the difference between off-site and on-site social commerce. Off-site is the attempt to bring commerce into the social forums themselves. But many etailers are embracing on-site strategies where Instagram photos, video and forum discussions are brought into the online stores themselves. I think this aligns with the "don't annoy the customer" at the end of this article. Provide social to shoppers when they want it (in the store) but don't try to force selling during leisure time (in the social networks).