Social Media

Two summers ago I interned with Michelle Adams who was in the process of designing her online interior decorating magazine, Lonny. She had been an editor at Domino, and after Condé Nast closed the publication she took notice of how upset readers were and decided to do something about it. Now in its seventh issue, Lonny attracts thousands of online readers and boasts wonderful cover stories featuring Deborah Lloyd and Celerie Kemble.
Michelle prettttty much single-handedly started Lonny. She had a ton of support from her former coworkers at Domino as well as a great photographer, but other than that she just took an idea and ran with it. She’s really young, 28 years old, and like most people these days is an active Facebook and blog user. She successfully spread the word about her textiles company, Rubie Green, through her personal blog and Facebook profile, and knew that this would be the most efficient way to advertise Lonny. She created a Facebook page for Lonny and constantly updates its “wall” with new interior decorating tips and ideas. Lonny’s page currently has over 20,000 people who “Like” it, and I am sure that number will continue to grow. Michelle also constantly posts updates about Lonny and the interior decorating world on her own wall. Essentially, through Facebook, she has created not only a Lonny fan club but also a personality for Lonny that makes it a more personable company. By putting her own face behind Lonny as well as making the Lonny page reflect her personality, Lonny becomes something or “someone” that people genuinely care about and feel like they know personally. Essentially, Lonny has a Facebook profile just like anyone else, and this allows readers to develop a relationship with Lonny and to truly experience the company’s aesthetic and purpose.
Having a page for Lonny has also given Michelle a lot of feedback on readers’ opinions. Readers can comment on Lonny’s wall posts, enabling Michelle and her team to understand what their target market expects and wants from them. Because Lonny is an online magazine, it is really convenient for people to see an announcement about Lonny on Facebook or Twitter and then immediately just click the link for the main website. When you go to the website (http://www.lonnymag.com/), the homepage has a link to its Facebook and Twitter accounts, as well as a link to its website that contains Lonny’s blog. Blog posts and Facebook posts allow fans to constantly receive little tid-bits about interior decorating between issues. This is especially beneficial since the issue is only distributed quarterly, and it is important to maintain customer interest. Fact is that a huge percentage of people check their Facebook accounts on a daily basis…so why would you not utilize this powerful tool?? Word about companies spreads like wildfire via Facebook where you are constantly notified by what other people “Like” or comment.
According to the Groundswell chapters, a company needs to dive into a social network and embrace it while also making sure to utilize it correctly. Michelle has done an excellent job of taking full advantage of Facebook by investing in the Lonny Facebook account as if it is the magazine itself. She has not cut corners or done it half-way, and that is important in the world of social networking. A company’s Facebook page becomes the face of the company, and that is NOT something to underestimate. A company can either make or break their image by how they present themselves on Facebook. Michelle has followed this mindset exactly: the Lonny Facebook page is personable, inviting, informative, and helpful. She took a step back, looked at herself as a consumer, and recognized how much information she gathers from social networking. Through networking, she has connected with many other people striving to establish their own companies. This networking has led to people blogging about her accomplishments, and her returning the favor by highlighting others’ work. Marketing oneself in this manner can lead to unbelievable press and acknowledgment. Social media has become a primary concern of company leaders, as opposed to a side project to dabble in. We really are in a time when social networking is no longer a choice but a necessity in order to appeal to this generation of customers.