One component of social media listening and monitoring that IKEA uses is a customized Facebook page. By creating a page for the brand and “liking” it, IKEA posts regular updates and invites its customers to comment on them.
This can engage a customer’s participation on social media, providing them with a sense of ownership. But, because a Facebook page is a social medium, many comments do not generate any real content. Instead, IKEA gets to “like” the page in order to communicate with its customers. But this kind of active participation does not produce substantive information.
A key factor for IKEAs engaging customers with social media is the quality of the comments. The IKEA Facebook page does not necessarily communicate directly with IKEA’s customers, so it is crucial that customers feel they are valuable and that IKEAs are responding to their comments.
An “IKEAS” page also provides a forum for a customer to post any other questions or comments. However, instead of letting customers “like” the page, IKEA allows them to “like” the brand. Therefore, the brand controls the content, providing a level of engagement between the customer and IKEA that is unavailable through traditional media channels.
As long as IKEAs’ Facebook fans can “like” the brand, their comments will appear as an endorsement of the brand, extending IKEA’s reach. It’s important that customers feel that they are valued by their brand, but it’s also important that they feel that they have the ability to be heard and used to actively participate in the brand’s marketing.
IKEA’s social media listening and monitoring initiatives come together to create a level of engagement and relationship that is more akin to a personal one-on-one interaction. IKEA social media engagements are highly effective in increasing brand awareness and generate a sense of excitement among customers about IKEA products.
Facebook pages and Twitter feed are popular social media platforms for sharing updates about brand activity, but they do not provide IKEA with the level of interaction that their customers expect. We believe that IKEA’s social media listening and monitoring initiatives can increase its brand engagement significantly, which will lead to increased sales and value creation.
With Facebook, IKEAs can let their fans know about upcoming events, the activities happening at their stores, new products, and other exciting news. They can also offer their fans the chance to share their own comments and ideas. Additionally, IKEAs have also worked with their fans to manage Twitter’s tweets by tagging them in the relevant posts and using Twitter’s “Follow” feature to create a small community of followers.
Twitter is a social media platform where users tweet short summaries of what they’re doing, where they’re going, and what they’re enjoying. As Twitter users grow in numbers, the volume of information and updates quickly surpasses the capacity of Twitter’s follower tools. Therefore, IKEAs want to build a community around their brand, one that can be leveraged to boost engagement.
As part of our case study analysis, we discovered that IKEAs actively engage customers by providing them with ways to contribute and to participate in the brand’s activities. Letting customers know about upcoming events and special offers, allowing them to “like” their brand, providing additional opportunities for customers to communicate with IKEAs, and offering comments on Facebook posts are all examples of social media listening and monitoring initiatives that IKEAs use to engage their customers.