Facebook must be trying to spin some bad press it got a while ago when Bloomberg interviewed some big merchants who had given up on their Facebook storefronts. Reuters sort of falls for it, at least in the headline, and retells the story but also pumps some shopping startups who are still true believers in “f-commerce.” But they don’t share a lot of evidence of their success. Don’t get me wrong, I believe in social commerce – I just think Facebook is a better marketing than transacting medium. I advise merchants to put their Facebook stores in the hands of their marketing and promotions departments. Brian Solis also sees promise in surrounding a consumer and using social media as an amplifier. Facebook has much better stories to tell about driving traffic (especially to content) than it does about sales conversions. At least so far.