West Elm's Social Savvy Boosts the Bottom Line

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

SF-based Williams-Sonoma recently reported a better-than-expected second quarter, largely thanks to its social media-savvy brand West Elm. By showcasing original content on its blog (Front & Main), carefully curating a Pinterest presence, seasonally collaborating with Etsy sellers, and tapping top design influencers (like local blogger Victoria Smith of sfgirlbybay), West Elm is an example to follow when it comes to innovative marketing campaigns. And its high quality, stylish products at an appealing price point don't hurt their efforts.

Despite recent data that says Twitter sucks at driving traffic, West Elm's approach to social media seems to be working. The company is on its way to becoming a $1-billion brand status. And we're only happy to help by snapping up any/all pieces from the collaboration with British designer Lubna Chowdhary or by adding this gorgeous black leather sofa to a living room re-do. The products alone are reason enough to splurge, but the social media channels are fun reminders to actually pull the trigger.
· Twitter Sucks at Driving Traffic for Brands [Racked]
· Williams-Sonoma's Next Big Thing [The Street]
· West Elm [Official Site]