Direct selling is the process of selling goods/ services to the customer, which occurs through personal contact with the client. One of the peculiarities is that no fixed retail location is necessary. This type of sales implies that there is direct contact with the customer, product or service presentation, and comprehensive consultation of the seller. At present, the wide usage of social media has enabled the industry to employ new means and methods of direct selling. Such networks, like YouTube, Facebook, Twitter, and others, have become the most efficient tools for direct selling. They have promoted a new method of personal interaction with consumers that is more convenient and responsive to their needs. These networks are also used for promotional services and for recruiting new employees. In addition, they are used for reactive purposes. One of the benefits of utilizing social networks is the enhanced visibility and transparency that creates trust in the clients (through the direct-to-consumer channel).
Social networking is conducive to the active communication, interaction, and mutual exchange of content between the prospective clients. In the business environment, such media like Facebook or Twitter promote client communication as a result of which the possibility of more active promotion of goods or services is possible. In addition, they give a possibility to reach a wider audience; thus, increasing sales. It should be noted that the customers mainly use social platforms to learn about various products or collect specific information about them. Social networks are a faster and more convenient way of gathering information; consequently, buyers often look for it in the social media rather than in any of the search engines.
One of the main aspects speaking “for” the application of social platforms is their addressability. Facebook and YouTube allow customizing the content so as to meet the needs of customers and create the need for making a purchase before the clients even realize what they want to buy. In addition, the accessibility accelerates the process of providing the information for both consumers and distributors. For instance, YouTube does not require registering in order to view the content. Thus, social networks allow a seamless integration of direct sales in the activities of companies. However, many of them still do not realize that the media can be used much more effectively, for instance, to reach the targeted market easier or to expand it.