Following pressure on social platforms to demonstrate their validity as powerful sales channels, Twitter recently started testing its "Buy" button. The button, which is embedded in tweets, lets users make purchases directly on Twitter and through its mobile app. social media marketing chicago Rather than users being redirected to a retail site, Twitter’s “Buy” button provides the ultimate one-stop social-media shop.Twitter now joins other companies like Facebook that are trying to prove that a return on investment can be achieved through social commerce. Social media has widely been known as a tool for building brand awareness and as a display-marketing vehicle rather than a social commerce platform, but companies like Facebook and Twitter are trying to change that perception. Previously, social-media tactics and results were measured by soft metrics such as increasing impressions and click-throughs, but the return on investment has been low or confusing. A Forrester report in 2011 found that 62 percent of retailers described the ROI from social commerce as “unclear.” With the “Buy” buttons, Facebook and Twitter are elevating the focus on ROI by targeting the most important metric: the number of people who purchase the products. Social commerce is evolving to meet companies’ needs but, as with any emerging technology, caution must be part of any social-commerce program.Attorney turned entrepreneur Karen Kart of San Diego thought studying for the New York Bar exam was tough. Now it's her Kickstarter campaign for her Adi the stay-put-plate invention that's challenging her to the max. “I’ve been prepping for about a year now and working around the clock for the past six months," she says.A mother of three, social media brand marketing she rises at 4 a.m. to work on her campaign before her children wake. She creates a priority list of everything that must get done that day and what she needs to delegate to her support team.When I asked her during a recent phone interview about the most time-consuming parts of the crowdfunding campaign, she admitted it's the writing. “It took me a lot longer to write copy than I ever expected," she says.