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Used Right, Social Media Can Be Powerful

Furniture Today Staff -- Furniture Today, July 19, 2011

Stuart StuartASHEVILLE, N.C. - Social media and websites offer a powerful set of communications tools, but it takes effort and attention to use them effectively, speakers at the American Home Furnishings Alliance marketing meeting here said.
      More companies are looking at Facebook, Twitter and other social media as essential parts of the marketing effort, said Crystalyn Stuart, vice president, social marketing, for consulting firm IMRE.
     Her firm helps clients navigate the waters of social media, which can involve using sophisticated tools to track and analyze a brand's performance and effectiveness online. She said her typical client now has staff dedicated solely to managing its social media and online presence - averaging about 1.5 fulltime equivalents.
     She walked the AHFA attendees through an overview of how marketers are using social media effectively.
     Later, a panel of professionals from furniture manufacturers and importers told how they conducted online and social media campaigns. Panelists were Laura Holland, director of marketing for Hickory Chair; Renee Loper, director of marketing and communications for Aspenhome; and Kim Shaver, vice president of marketing and communications for Hooker Furniture.
     "We're finding that it takes a community, an online com- munity, to help build a brand," said Shaver.
     Pat Bowling, vice president of communications for the AHFA, also gave an update on the alliance's consumer website, FindYourFurniture.com. The AHFA also is now on Facebook and Twitter, she said.
     "There are a number of opportunities for you to showcase your product throughout the site, with the ‘choose your style' section being one of the most popular," Bowling told the AHFA members.
     She said traffic to Find- YourFurniture.com has grown steadily, with the site receiving 108,551 visits in the period from May 3 to June 2.
AHFA      Marketing meeting speaker Ron Goswell, CEO of ayr1, extolled the virtues of virtual stores, which his company helps retailers set up online. Few companies offer such stores today but many ought to, he said. They allow consumers to quickly browse through everything a retailer offers, or search for specific items, and instantly get information - including pricing, Goswell said.
     "This is about brick and mortar retailers harnessing the virtual store for their own good," he said.
      One effective way to show product such as furniture online is with demonstration videos. Goswell said he'll have five crews out at next month's Las Vegas Market shooting videos in manufacturers' showrooms, which will be available for retailers to post online.

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