Posted July 8, 2014
When writing the business plan for eTC (eTextileCommunications.com), I included various social media tools as key marketing and engagement components. Certainly, eTC is a standalone site, but I knew platforms such as Facebook, Twitter, Instagram, Vine, YouTube and LinkedIn would only enhance the body of work. And, it would help achieve the mission of connecting – instantaneously, at times – with our readers/followers and keeping you as informed as possible about issues impacting the market and your business. Plus, given the limited time readers have these days to scan and absorb mountains of material, quick-hit social media content is usually more appealing, sometimes more provocative and, dare I say, often more fun?
During previous work experience in communications, and personally being active on social media, I learned just how valuable social media is in disseminating news, impacting business and reaching consumers. And it’s not just the younger generation that is highly involved in social media – though 89 percent of 18-29 year olds do use it. Consider: social media is also used by 72 percent of 30-49 year olds, 60 percent of 50-60 year olds and 43 percent of the 65+ set. Of all who access social media, 71 percent of users do so from a mobile device.
eTC isn’t alone in utilizing these tools, of course. Almost every website, company or association uses some form of social media – almost. 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 or your brand.
On Twitter, textile giants Glen Raven and Milliken, as well as Crypton Fabric, INVISTA, Huntsman Textile, Atkins Textile Machinery and the National Council of Textile Organizations tweet almost daily. They know it’s a great way to keep their profile high. Twitter can not only turn followers into customers but followers also can help advocate for these companies, potentially leading to new customers. In short, it connects with followers in feel-good ways. (Oh, and may I ask that you follow eTC on Twitter to keep up with the latest news and happenings, usually before the full story is posted?)
Industry in 'socially awkward' stage
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Likewise, Facebook – the “granddaddy of ’em all” – provides another tremendous method of building brand relationships and loyalty, engaging and interacting with “fans” and communicating with the people who matter most. With 1.23 billion users, Facebook isn’t going away anytime soon. Again, most of the aforementioned companies, along with the Southern Textile Association, appear to be the most active from the textile ranks.
And I’m sure you’ve noticed that video has emerged as one of the primary areas of focus for social media users, with Vine, YouTube and Instagram Video leading the way in this realm. Video offers fans the chance to see what’s behind the curtain with your brand or product. You don’t have to spend a considerable amount of money or resources to produce videos these days. All you need is a smart phone to “bring to life” your products or activities. Vine, in particular, has challenged marketers to think more creatively and nonlinearly with storytelling in six seconds.
So we, as an industry, need to do better. If we’re ever going to shake our reputation as a “stale, old” industry, we have to prove this to the general populace, who ultimately is our end user. We have to figure out ways to use social media to prove we’re “hip, happening and hiring.” With attracting younger folks to our industry a huge challenge, we have to find ways to engage them. And with a majority of the population using social media, we must interact with them during their digital experience.
That said, I’m very interested in hearing from you. I’ve started a topic on the eTC Forum page, asking: How does your company use social media? Have you realized the benefits of using it? If you don't use it, why not? Please share your thoughts and experiences. It’s a great way to connect and learn from each other. And a great way to “be social.”