New ways the world is using social networking
Earlier this week at IHFC, Natura hosted a special event with the Sustainable Furnishings Council and BiOH. We were talking about social media – and how to use it effectively – but also why it’s the best way to communicate our green message.
The event in our showroom involved a panel of industry leaders from the retail level to the manufacturer to the root supplier. Each brought a different perspective to the discussion, cracking open the mystery of how and why social media works so well. Some audience members attended because they’d heard about the event on Twitter or Facebook, while others wanted information on how to get into the space.
Jeff Hiller, president of the Sustainable Furnishings Council, says social networking online is changing the landscape for everyone. Twitter and Facebook allows Natura to reach people who are already tuned into to what we have to say. After all, each one of our 8,000 followers has given us permission to share – we’re not interrupting a TV show or a great story in a magazine. We’re there because we’ve been invited.
Jacob Harlow, general manager of The Century House in Madison, WI, says Twitter has introduced him to new suppliers and customers while Jessica Koster, marketing manager for BiOH plolyol foam uses it to educate.
Furniture Today’s editor, David Perry, was in attendance and wrote about the event in today’s issue. From his article: “Julia Rosien described the onset of social media as representing ‘the next Industrial Revolution.’ She said consumers are seeking information on green products before they begin shopping in stores.”
Natura was doing green long before it registered on most people’s radar – because we knew it delivered a healthier night’s sleep. Now we’re embracing social media because we understand consumers want information fast. We know that saying we’re green isn’t enough – we have to be available to answer questions, provide more information and nurture our community.
We’re listening and learning from our communities.
Are you using social networking to learn more about a company before making a purchase? Get to know us a little better:
The furniture industry as a whole is way behind the times – amazing that more mattress companies aren’t doing what you’re doing.
Kudos to Natura for taking the lead once again and showing the industry how to do it!
It would be interrsting to see how much the furniture industry has come since this was posted.
I see the century house really engaging and optimizing twitter and facebook keeps evolving.
By now we should be able to see that its not really the technology and mastery of the tech that truly defines skill in social media but those who are professionally in the service of others, those who dave developed strong skills of listening and rapport building, those who have learned to be consultative, conversational and collaborative in their real world personal interactions: those people are the truest “experts” of social media, regardless of whether they even HAVE a twitter account because those are the truest skills of social networking and relationship marketing.
Hi, cool post. I have been wondering about this topic,so thanks for writing.
Hi Brian,
Very insightful comments – and we agree. The social media/networking space is evolving at hyper-speed – and none of us are experts. It’s about community and engagement – nurturing, not managing.
Thanks for stopping by for a chat!
Julia Rosien
Communications for Natura