• by Joe Mandese , February 2, 2011

That's what GameStop's Richard Armour told social summit attendees this morning when asked to share some of the lessons he's learned from his social selling experience.

"When you open a store on Facebook, know that it' an actual store," he said, implying that some ecommerce executives may view it as simply sharing a store's brand with social media users. But you have to actually roll up your sleeves, he said, "You have to manage it daily. You just need to know what the endeavor is going to take."