technology
social media
a new way of marketing in the design industry
By Leann Harms
Whether you are completely emerged in it already, still
trying to figure out what it is or somewhere in between, it’s
clear that social media is not going away. In fact, the epic
rise of social media is already changing the way business
is done and redefining conventional marketing plans. Un-
derstanding the significance of social media is imperative
to developing a plan to reap the benefits offered through
various social media platforms.
In its simplest definition, social media is the combination
www.twitter.com/designtrade www.facebook.com/designtrade
of technology and interaction, allowing participants to en-
gage with one another on common interests from anywhere
in the world. Social media is the evolution of previous on-
line communications such as e-mail and chat rooms, and and creative director for Guildcraft Carpets, explains how
Getting Started on Facebook and Twitter To use Twitter successfully, it is important to remember
these member-based communities are quickly surpassing social media garnered a role in her company’s marketing
According to Nielson Company research, the buzz sur- to engage and converse with other people. This will help
e-mail as the main form of online communication. The plan. “The economic turmoil of the past year caused us to
rounding Facebook and Twitter has exceeded all other increase your following and establish your presence. Pro-
Nielson Company’s 2009 report, The Global Media Land- reexamine what we were doing and how we were doing it.
community sites, and it’s no surprise considering that both viding valuable and useful information will help establish
scape, indicates that from a time-spent perspective, mem- Once we decided that we would sell directly to the people
sites provide user-friendly platforms to quickly reach a your credibility in your field. As Gibson points out, “As
ber communities exceeded e-mail users for the first time in who would personally enjoy our rugs, some of our previous
global audience. a society, we continue to be increasingly bombarded with
February of 2009. This statistic underscores the growing constraints were dissolved and we were suddenly dealing
Facebook initially began as a community site for college messages. A design firm needs to focus marketing on con-
preference of social media platforms over e-mail namely with a whole new set of people who were actually reach-
students to stay in touch, eventually expanding to include tinuing to put valuable information in front of the people
because, with e-mail, the conversation breaks whereas able via social media.”
anyone who was interested. The launch of Facebook pages that request it. Through providing valuable information
when conversing with potential clients on platforms such The growth of social media is also changing the way
for businesses ignited a new frontier in brand communica- and showing itself as a resource, a design firm can build
as Twitter, you can continue a conversation in real time consumers interact with brands of their choosing. Blogging
tion. After setting up a personal Facebook profile, you can rapport and show itself as an expert, all the while building
with people who are interested in your message. was one of the first avenues that paved the way for con-
set up a business page for your firm. This page will allow a potential client base. You never know where the next cli-
Social networking lends a human face to a company, in- sumers to broadcast both negative and positive experiences
you to connect with other Facebook users who are ‘fans’ ent will come from.”
creasing the connection with potential consumers. These with companies to a global audience. Micro-blogging plat-
of your products or services. Be sure to let your friends, The pace of Twitter may seem overwhelming at first. Da-
member community sites require interaction and recipro- forms such as Twitter are enhancing the consumer’s power
family and clients know about your company’s Facebook vis offers some advice to overcome this, “One of the things
cation that cannot be performed by traditional automated to either help or hinder a brand. Gibson underscores how
presence so they can help spread the word. Through your I tell people about Twitter is that it is sort of like a cocktail
customer service practices. Alexandra Gibson, CEO of social media is revolutionizing customer expectations, say-
Facebook page you will be able to keep customers updated party. You come in and there are several simultaneous con-
Gibson Design Management, explains this growing role of ing, “Clients are now developing expectations that they
on your latest projects and get their opinions. You can also versations going on. Just as you would listen for a while at a
social media in business as a prime opportunity to show- will be able to interact with you more. Social media tools
post images, share your work with fans and solicit their party to see what’s being said and how people interact, you
case what sets your business apart from competitors by are ways that this interaction can happen at a fraction of the
ideas. Before long you will be forging new business rela- can do virtually on Twitter. After a while, you shouldn’t be
“showing personality in blogs, tweets, Facebook posts and cost of more traditional venues.”
tionships and strengthening existing connections. afraid to just jump in and say something.”
Twitter is a micro-blogging platform designed to allow Finally, don’t forget to let us know about your company’s
www
more.” She translates this to the design industry by point- As social media continues to saturate our online ex-
ing out that by using the various social media platforms, perience, the most significant reason to engage in social
users to share information and stay connected in real-time. new social media presence by becoming a fan of Design
.designtrade.net
“designers will appear more approachable and engaged networking is the marketing edge you will gain on your
When setting up your Twitter profile, be sure to upload a Trade on Facebook and following us on Twitter. You can
within their community.” competition. As Gibson points out, “Chances are your com-
photo, as people are more likely to identify with you. In- follow me at
www.twitter.com/LeannDTM. I hope to meet
The easy accessibility of social media platforms has petitors are stocking tools in their social media armory. Be
clude biographical information that lets people know what up with you online very soon.
become increasingly significant during these turbulent ahead of the curve.” Davis echoes that sentiment saying,
you do and include your firm’s Web site in your profile. Don’t forget to check out our Web site, www.design-
economic times as companies seek low-cost and highly ef- “Your competitors will be doing it, if they aren’t already,
Use the search option to find conversations surrounding
trade.net, to read our full interviews with Tracy Davis and
fective ways to reach consumers. Tracy Davis, president and no business should be caught behind the curve.”
your industry; this will help you find people to follow. Alexandra Gibson.
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social media.indd 2-3 Form 3.indd 95 7/1/09 3:30 PM8/3/09 2:48 PM
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