Softline in Specialty Fabrics Review

Softline was mentioned in this month’s issue of Specialty Fabrics Review! The article discusses how companies are using social media as a strategic tool. Read the article:

Using new media tools wisely

Plan your strategy to make social media marketing your interactive advantage.

By Linda Kaun

You might be tempted to jump right into social media marketing, sign up for Facebook and Twitter, start a blog, and add a few videos to your website. However, you’ll quickly realize it’s not the shiny new tools that lead to success—it’s how you use those tools.

A strategy and plan of action provide a strong foundation for reaping long-term benefits from social media. A “look and listen before you leap” policy will help inform your strategy and goals and make your online efforts much more effective.

What is social media?

Understanding social media is to understand the profound shift in thinking that is revolutionizing the way we conduct business, both as consumers and as business owners. …

Increasing marketing effectiveness

In terms of customer-related benefits, McKinsey Quarterly’s 2009 “Global Survey”1 found blogs were the most useful tool for 51 percent of responding companies. Video sharing and social networking rated 48 percent each. In addition, 52 percent said that the tools increased marketing effectiveness, 43 percent found higher customer satisfaction, and 38 percent reduced their marketing costs.

Jason and Rodney Carr, co-founders and CEOs of Softline Home Fashions Inc., Gardena, Calif., leading distributors of drapery and decorative fabrics, actively started using social media tools in 2009. They find that “Facebook and Twitter have a different audience than our already existing customer base, which served as an opportunity to grow our brand. The feedback we’ve received reveal that customers feel like they are more informed about what we have to offer and are more knowledgeable about our products. This is encouraging for us because we have many repeat customers.”

Besides identifying new markets, new products and garnering free market research through customer feedback, social media can increase your website traffic, generate qualified leads, build brand authority and promote your products and services.

While these online tools are often free, updating the various accounts, writing blog posts and other content does take time—and talent. Be sure to factor that into your plans. According to the Carrs, another potential downside is that “not only are your customers following you, but your competitors as well. They can easily see what your next move in business will be, so it’s essential to be strategic in your approach.”

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Tags: fabrics, home fashion, home furnishing, interactive, jason carr, marketing, rodney carr, social media, social media marketing, softline, softline home fashions, specialty fabrics review, strategy, textile