Posted August 4, 2015

 

As you can probably tell, I’m a firm believer in the power of social media. It’s a must in today’s world of instantaneousness, engagement and reach – especially in business. It gives companies possibilities to enhance brand awareness – or awareness, period – and reach existing and potential customers, consumers, investors, etc. around the world. With just a few keyboard clicks, you can put your name and message in front of readers in a quick and inexpensive fashion.

 

One thing I’ve noticed in working with the textile industry, however, is our relatively low usage of social media, anecdotally anyway. Many of you do a terrific job promoting yourselves through this means. But most don’t seem to have a desire to use it or haven’t yet figured out how to use it to benefit your business.

 

Which is one of the big reasons I wanted to collect information from textile companies, suppliers and associations about how and why they use social media and learn about their successes and challenges. This week, I’ve shared these insights in Part 1 of a two-part report social media usage, in hopes of perhaps inspiring others in our industry to embrace the electronic elephant in the industry. If you have a few minutes, I encourage you to read through the article featuring nine companies. It’s interesting to see how these firms use varying but similar strategies to achieve largely the same goals. Next week, we’ll focus on how industry associations are using social media.

 

For months, I’ve admired how several companies, big and small, have engaged readers through various social media channels. One of those companies, Mieko U.S. of Wilmington, Del., is a one-man show with a small, specialty audience, but owner Jay Mills realizes the importance of having a presence on social media. Most of the information he disseminates is through videos on various channels, but it works well in familiarizing viewers to his products. And larger companies such as Unifi, Inc. of Greensboro, N.C., uses social media primarily to promote its big brand, REPREVE® recycled fiber, in dynamic ways.

 

And you may be surprised to learn that a small used textile machinery dealer has built much of its marketing strategy around social media – and realized a great deal of success in the process. Atkins Machinery of Spartanburg, S.C., is a prime example of a company that maximizes the use of social media for immeasurable results. It not only uses text posts, but creates videos of its offerings, as well. And, interestingly, it’s one of the few companies that shares top international textile news on its channels in order to “show potential customers that we are on top of the global trends in the textile industry,” said owner Greg Atkins.

 

In today’s world of transparency, having a presence in this sphere is a big plus, as Diana Profir of Italy-based Itema Group said in the report. It offers the company an easy way to “talk” and “listen” to its customers, employees, suppliers, stakeholders and potential hires, she said.

 

Indeed, as you’ll read in the lead story, companies have found that social media is an incredible tool to increase brand awareness, build customer loyalty and, as a spokesperson for Coats said, “position ourselves as industry thought leaders in the digital space.”

 

And, as we’ve previously reported, the industry is saddled with a poor image perception by the general populace. What better way to slowly turn people around and show them that we’re a modern, high-tech, innovative and sustainable manufacturing sector than to “preach the gospel” in the social media realm?

 

You can start now by liking this blog on Facebook, or perhaps retweeting it. C'mon ... spread the joy.