What surprised IKEA in social media

Geoffrey Precourt

"Why are we still even talking about social media as a media?" Alia Kemet asked delegates at the Association of National Advertisers' (ANA) 2016 Masters of Media Conference. "It is not a media. It is the media. This is the space that we're in."

And the US Director/Media for IKEA North America explained that such an emphasis on social messaging was based both on customer need and the desire to harness untapped internal talent.

More specifically, the retailer had identified "decoration paralysis" as a common characteristic of the IKEA shopper. "Through research, we found that people don't have a problem buying a sofa. They don't have a problem getting a chair. They didn't have a problem buying pots and pans for the kitchen."