• by Joe Mandese  @mp_joemandese, January 25, 2012

That’s what Ethan Goodman, director of digital strategy at Publicis’ Arc Worldwide just said on the opening “social shopping” panel at MediaPost’s Social Media Insider Summit in Key Largo.

“Shopping,” Goodman said. “It’s an inherently social activity on its own.”

The biggest change that digital social media have had on that activity, he said, is “accelerating” it.

“Before a lot of these tools were available, if you wanted a rating on a product, you called a friend,” he explained. “With the advent and proliferation of a lot of these tools, we’ve enabled a lot of those actions and interactions to happen en masse.”