Sunbrella runs with social media

-- Home Textiles Today, 5/17/2010 12:37:00 PM

New York – Sunbrella is using social media to interact with customers and consumers, posting behind-the-scenes images from its latest photo shoot on Facebook and announcing its new collection in Restoration Hardware’s catalog via Twitter.

“Until recently, marketing was mostly a one-way dialogue between a company and its audience,” said Gina Wicker, design and creative director for Glen Raven, Inc., producer of Sunbrella fabrics. “Social media tools, such as Facebook and Twitter, encourage conversations and help establish deeper, more meaningful relationships between the Sunbrella brand and its most loyal followers.” 

The Sunbrella blog, which went live in early 2009, provides information about notable editorial mentions, upcoming events, the new fabric collections and special projects featuring Sunbrella fabrics.

“We look forward to the reader comments we receive on the blog as we are constantly seeking new content and topics to cover,” said Wicker.

On Sunbrella’s Facebook fan page, fans are encouraged to submit images of their projects using Sunbrella fabrics, which the company said often leads to future blog posts. 

Sunbrella uses its Twitter account to let followers know about new products, design ideas, technology, and unique applications, then tracks the conversations of those who use the product.