Official user figures put the number of Twitter account holders using the short message service at least once a month at 330 million people worldwide. Of these, 261 million active users are located outside the United States, including 12 million members based in Germany. Compared with the market leader Facebook, Twitter is therefore a rather small network. But how does Twitter actually work and is it worthwhile for the interiors sector? Put simply, Twitter is a micro-blogging platform, on which users can send messages with a maximum message length of 280 characters (previously 140 characters). These so-called tweets are read by those subscribers who follow a member.
Other users can like, answer, share or quote a tweet. However, tweets can also contain links – and this is where it gets interesting for companies in the interiors sector, because this allows the rapid dissemination of information – as long as you have lots of followers. The content of tweets can be blog posts, product news, promotions, job advertisements or trade fair information. The fast networking potential of Twitter is not to be underestimated either.
Furniture stores can easily establish contact with users, such as when they are looking for a particular piece of furniture. But for this you need a monitoring tool (Hootsuite, for example). Although Twitter is not necessarily the first choice for the interiors sector, it may be a good addition to other communication channels. After all, the effort required to maintain this social network is limited – it is only attracting followers that can take some time. On Twitter, as on other networks, it is possible to increase the reach of your tweets through paid advertising.
Below, we present five companies in the furnishings sector that are making good sales with the help of their Twitter accounts.
The Maison du Monde brand offers a variety of furniture and decorative objects – both online and offline in their stores. The company is very active on Twitter with tweets sent several times a week. These employ a mix of video and images in which products are presented. A link is not integrated in every tweet; instead, hashtags are used extensively.
Furnishings company Möbel Rösch AG from Basle, Switzerland, is enjoying success through Twitter activity. The company posts “favourite spots” several times a month. The company’s presence on Twitter is very design-oriented and is characterised by corresponding visual imagery.
The furniture store Möbelhaus Brucker in Kall, Germany, offers a wide selection of furniture in a showroom covering 72,000 square metres. On Twitter, the furnishings retailer gives very personal glimpses behind the scenes at the company, presents selected pieces of furniture and offers promotions. By doing so, the Brucker furniture store has developed a very close link to its customers.
The furniture retailer Letz uses Twitter to generate traffic for its own communication channels. The links integrated in its tweets direct users to its online shop, in-house furniture magazine, Facebook page and the company’s YouTube channel.
The online shop Desigano.com from Salzburg, Austria, specialises exclusively in promotions. Most days, the company tweets to present a product together with its corresponding price. Links to the online-shop are absent, however.
The Twitter account of the Dutch company Famozo focuses on providing inspiration. This is apparently well received by the Twitter community since the company currently has 1,181 followers.