Mar 28 Posted 2 years ago Anna, this is a good post! It's always interesting to learn about a big brand's social strategy, and in this case you have pointed out some interesting gaps in IKEA's efforts. Certainly we can learn from what brands do wrong. Social marketers love to scare clients with tales of how not to "do" social media. (Jeremiah Owyang's series on brands that have been "punk'd" by social media comes to mind.) At the same time, we can also learn from what brands are doing right. It's interesting that IKEA should be investing in creating valuable content but then frittering away that investment by failing to engage. I wonder if that is a deliberate approach, perhaps to avoid controversy or conflict, or an indication that IKEA's communications managers misunderstand the point of social media (or perhaps both!).
Mar 27 Posted 2 years ago
Sorry to be a nitpicker, but it's IKEA not Ikea because it's an acronym.
I = Ingvar (first name of founder)
K = Kamprad (last name of founder)
E = Elmtaryd (name of his farm)
A = Agunnaryd (name of his town)
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