Social Media Efforts Produce Results Social Media
Tarkett has been a leader in sustainability and environmental responsibility for more than 50 years. The company began focused sustainability efforts in North America seven years ago and through strategic efforts has been able to attain impressive results. To increase awareness about its efforts and present itself to the market as a leader in sustainability, especially focusing on the commercial market, Function: began working with the company on a series of public relations and communications activities. The campaign launched at NeoCon 2010 with traditional and social public relations efforts. This included the creation of a Twitter account focused on sustainable messaging. Prior to NeoCon, Function: began tweeting from the account and also produced “Live Tweets” during the show. Tweets included information about the company’s environmental efforts, the interactive event they hosted during the show benefitting Architecture for Humanity and more. Function: also tweeted pictures of the Johnsonite booth and the progress of the event.
During a one-month period, Johnsonite, the commercial arm of Tarkett, increased its online followers through strategic outreach and messaging. Because each person on Twitter has a certain amount of followers, every time they send, or “ReTweet”, a message, their followers also see that message. Several people Tweeted or ReTweeted Johnsonite’s messages, increasing the exposure of the campaign by approximately 40,000, not including the people that already followed the company on Twitter.
