In a case study covered by Brandwatch, ‘IKEA and the Socializers’, a clear summary can be made as to how IKEA can embed social media in their digital platforms.

The Digital Development team at IKEA had a clear goal set out for them when they selected The Socializers agency; “pioneer social change inside the organisation.” Although IKEA is one of the worlds most recognisable brands, it is evident from the case study that forging a deeper relationship with customers and creating a socially intelligent operation has become their main aim.

In order to achieve this, working alongside The Socializers and with the help of Brandwatch, IKEA managed to create ‘The Listening Hub’. Placed in the head quarters of IKEA, this hub would be a wonderful place to connect all members of staff and stakeholders with the customer complaints and comments. Thanks to Brandwatch Analytics, it was possible to compare online conversation from customers in the US and UK via social media such as Twitter and Facebook. These analytics showed interesting results within the customer service department, with “Americans more likely to turn to Facebook” and the Brits sharing complaints on forums, with 31% of this type of conversation written in forums.

Although proven to be slightly challenging, the value of the importance of social has been embedded within IKEA which will allow them to prepare for the next step in the future. As mentioned by Digital Development Manager Hans Gartner, using the Listening Hub has resulted in “a tangible culture of wisdom” and that “experience sharing is emerging” for IKEA.

As seen in Chen and Chiang, by using science and technology, IKEA has used their date to allow themselves to create a big impact by replying to customer needs and complaints. As seen on their Facebook page, they have made a conscious effort to connect with their customers, whether this be complaints or about their products in general. This shows just how ‘the social’ can help organisations with a traditional view, revert to the social side and help improve their services.