Social commerce is where eCommerce and Social Networks meet. Effectively it’s an approach to eCommerce that embraces all the benefits of social marketing. It creates a way for people to see what their friends like and don’t like, what the influencers they trust think. More importantly it enables them to decide if they trust the business they are buying from. PR plays a huge role in social commerce. We create, influence and share content that buyers and sellers want access to. Yet, rarely do we get involved in understanding how PR fits in the social commerce sales cycle. We tend to analyze brands based on the online media and social media coverage around them and devise plans based on that analysis. What if we analyzed the conversations taking place in social commerce situations? If we learned what buyers were saying about our brands, what issues they were raising and what issues they weren’t paying attention to? To do this effectively, we need to be prepared to isolate the conversations in social commerce from the rest of the noise around the brand. Having done that we can see how these conversations are influenced by the conversations taking place in other forums such as the media, social networks etc. Put another way, PR has a real chance to become a key player in the sales process thanks to social commerce. It is not something we take on lightly but if we do grab hold of it, it could make a significant change to the role PR plays in business overall.