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Letters: Function before fashion for Tesco web strategy

4 October 2007

Lawrence Ladomery, Internet Advisor, European Bank of Reconstruction and Development

So Tesco is putting social media at the heart of its web strategy. I hope the online shopping experience will not be too focused on social networking as opposed to core functionality. I want to be able to search for products by gluten content, calorie count, sell-by-date and popularity, I don't want to make friends.

Every week we read about projects involving social media - I will never participate in them because of the effort required to socialise. I can just about handle FaceBook and LinkedIn.

Web strategists should bear this in mind when planning sites. Setting up and managing a social network is a costly affair and shouldn't take priority over ensuring that core functions work as effectively as possible.

 

From Lawrence Ladomery, internet advisor, European Bank of Reconstruction and Development


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