Differentiation

QAwithPadmaLakshmiThis week’s (LONG overdue…I know) post will compare the social media campaigns of two major interior design/home décor e-commerce sites.

Two of my absolute favorite websites for finding awesome things for the home are Joss & Main and Wayfair.com. Both of these sites have amazing pieces and prices start at levels I can actually afford (win!)

Joss & Main is a member-only flash sale based site (very easy to sign up) that has different really limited time sales on all kinds of cool home décor items. I’m in love with their collection of graphic print rugs

Wayfair is a discount site that has an absolutely HUGE selection of everything for home. I love their selection of fun table lamps.

Now that my rather opinionated description of the websites we’re discussing is out of the way…let’s dig into the social media strategy for these two online design resources.

Joss & Main is active on Pinterest, Facebook, Google +, and Twitter.

Their Facebook account has a strong number of followers at 251K Likes. There are several posts within this page and it looks like posting happens daily. One thing I noticed when looking through their Facebook page is that other than the initial posting, Joss & Main doesn’t seem to be interacting with their fans. It would be interesting to see if their amount of Likes increased if they took the time to check back into each post and respond to the conversations they sparked within their community.

Joss & Main’s Twitter account doesn’t have a very strong following at less than 10K followers. This is disappointing from an interior designer stand point, as Joss & Main does such a great job at curating works from seasoned as well as up and coming designers to feature on their site. I’m sure they would love the extra exposure Twitter can provide.  Joss & Main seems to Tweet fairly regularly, but again, they aren’t really engaging with consumers. I think they could really find better use of Twitter by engaging with their customers – actively re-Tweeting design related posts from their followers and Tweeting content of interest to consumers other than just current sales could go a long way in enhancing engagement.

Their Pinterest & Google + accounts have a lot of really great content with tons of pictures and ideas. But again – Where is the consumer engagement?

Let’s move onto Wayfair. These guys are on the exact same social media networks as Joss & Main. This makes sense, given they have the same target audience. Wayfair.com actually has a huge presence on Facebook, with over 1 million Likes. However, like Joss & Main, they don’t engage in the discussions they start on their page. Imagine if they took time to even just check in once and respond to any sticky themes.

Wayfair’s Twitter account is also quite comparable to Joss & Main, but Wayfair has double the amount of followers. And Wayfair’s Pinterest and Google + also has the same themes and overall feel as Joss & Main – just with a larger number of people following.

I’m surprised that both Wayfair and Joss & Main aren’t active on YouTube. Selling such visual merchandise, it seems like YouTube would be a great way to connect with potential customers.

All that being said – Both companies seem to be doing a decent job with social media. With more follow up on ACTIVE engagement, I think they would each have great SM campaigns going.

What home décor/interior design stores get social media right in your opinion? Leave me a comment to discuss!

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