IIDA Perspective - Summer 2018 - 43

across its feed and its limited forays on
Stories. The London, England firm,
which specializes in high-end residential
properties and hospitality spaces, posts
a combo of professionally photographed
projects and smartphone shots contributed
by its 53 employees.
"The whole company can send photos,"
says Chanel Cullen, the company's
marketing officer. "We pick the best ones
and edit them to keep the look consistent
but keeping it open to shots from our staff
has been hugely helpful. We post a lot of
inspiration shots, and
recently a team member
was in Milan, Italy and
took more than 1,000
photos. In that, you're
bound to find images
that will work for our
brand message."

Photos by: @raptstudio/Instagram; @daniarps/Instagram

Rules of
Engagement
Along with
showcasing creative,
Instagram is proving
to be a powerful place
to establish cred as a
thought leader.
Rapt Studio, located in Los Angeles, New York, and
San Francisco, has created office spaces and commercial
projects for brands including Dropbox, Vans, Ancestry,
Google, HBO, and Fender. In conjunction with thought
leadership in-person events, the company's Instagram
feed is a mix of project photographs and ruminations on
leadership and business operations. CEO David Galullo,
LEED AP, says the strategy helps them reach-and connect
with-a wider array of users.
"We pay attention to engagement," he says. "The
downside of social media is you start to define yourself by
the amount of likes and followers, and that's a dangerous
place to be. When we use the platform to speak to our
core personality that resonates with folks, we can create a
dialog online and in the real world more easily. It's about
community."
Galullo says Instagram also has helped the company
attract talent by providing a snapshot of what the office

More
than

80 percent

of Instagrammers follow a business

looks like, a hint of the company
culture and aesthetic, and the kinds
of commercial clients a new hire
might find themselves working on.
"When we go out for recruits
we often hear back from
people who, in their words,
have been 'stalking' us on
Instagram," he says.
That's precisely what
you want: As any good user
of social media knows,
engagement trumps followers.
"We're always looking
from a vanity perspective,"
says Hicken. "Numbers,
numbers, numbers. But if you
only chase numbers, you're
doing the people who already
follow you a disservice. You
don't need to be right for
everyone. Be right for the
people that already get you and want to support you."
Engagement also is a two-way street. Pushing
content-cutting-edge designs, behind-the-scenes
peeks at your thought process-is great. But designers
need to put in their fair share of likes, tags, comments,
and follows. After all, the idea of social media is to be,
well, social, although Arps cautions against filling your
feed with peers. "I like to fill my feed with accounts
that inspire me to think outside of what my company
does," Arps says. "This includes artists, furniture makers,
architects, and just interesting people in general. I feel as
though following too many interior designers (who work
within the same typology) will inevitably lead to mimicry in
design without intending to."
Like Arps, Galullo recommends a broad approach when
it comes to finds and follows.
"You want to put a creative effort into the community
that comes just from you," says Galullo. "But it's interesting
to see people who are in the creative realm and are
developing products."
Give a little, get a little-and always give credit where
credit's due. "I like to have good relationships with my
vendors, so if I post a photo of a project and their work is
featured in it, I always like to tag them," Arps says. "And a
lot of the time, it will inspire them to re-share it as well."
And that's the best #designporn ever. n

With

#
TAGS
WITH
HYPE

These eight
hashtags have major
play and could help
you reach your
target audience:
#interiordesign
#furnituredesign
#midcentury
#minimalism
#restaurantdesign
#hoteldesign
#workspace
#staircase

200 million

users visiting a business profile every day.
summer 2018

perspective

43



Table of Contents for the Digital Edition of IIDA Perspective - Summer 2018

IIDA Perspective - Summer 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Every Where Has a Why
More Than Meets the Eye
To The Max
Picture It
DNA of a Design Firm
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Summer 2018 - IIDA Perspective - Summer 2018
IIDA Perspective - Summer 2018 - Cover2
IIDA Perspective - Summer 2018 - From IIDA
IIDA Perspective - Summer 2018 - Contents
IIDA Perspective - Summer 2018 - 3
IIDA Perspective - Summer 2018 - 4
IIDA Perspective - Summer 2018 - 5
IIDA Perspective - Summer 2018 - Next
IIDA Perspective - Summer 2018 - 7
IIDA Perspective - Summer 2018 - 8
IIDA Perspective - Summer 2018 - 9
IIDA Perspective - Summer 2018 - World View
IIDA Perspective - Summer 2018 - 11
IIDA Perspective - Summer 2018 - Sum of Its Parts
IIDA Perspective - Summer 2018 - 13
IIDA Perspective - Summer 2018 - Talk, Talk
IIDA Perspective - Summer 2018 - Data Viz
IIDA Perspective - Summer 2018 - Pre/Post
IIDA Perspective - Summer 2018 - 17
IIDA Perspective - Summer 2018 - I Design
IIDA Perspective - Summer 2018 - 19
IIDA Perspective - Summer 2018 - Every Where Has a Why
IIDA Perspective - Summer 2018 - 21
IIDA Perspective - Summer 2018 - 22
IIDA Perspective - Summer 2018 - 23
IIDA Perspective - Summer 2018 - 24
IIDA Perspective - Summer 2018 - 25
IIDA Perspective - Summer 2018 - More Than Meets the Eye
IIDA Perspective - Summer 2018 - 27
IIDA Perspective - Summer 2018 - 28
IIDA Perspective - Summer 2018 - 29
IIDA Perspective - Summer 2018 - 30
IIDA Perspective - Summer 2018 - 31
IIDA Perspective - Summer 2018 - 32
IIDA Perspective - Summer 2018 - 33
IIDA Perspective - Summer 2018 - To The Max
IIDA Perspective - Summer 2018 - 35
IIDA Perspective - Summer 2018 - 36
IIDA Perspective - Summer 2018 - 37
IIDA Perspective - Summer 2018 - 38
IIDA Perspective - Summer 2018 - 39
IIDA Perspective - Summer 2018 - Picture It
IIDA Perspective - Summer 2018 - 41
IIDA Perspective - Summer 2018 - 42
IIDA Perspective - Summer 2018 - 43
IIDA Perspective - Summer 2018 - DNA of a Design Firm
IIDA Perspective - Summer 2018 - 45
IIDA Perspective - Summer 2018 - 46
IIDA Perspective - Summer 2018 - 47
IIDA Perspective - Summer 2018 - 48
IIDA Perspective - Summer 2018 - 49
IIDA Perspective - Summer 2018 - Scratch Pad
IIDA Perspective - Summer 2018 - 51
IIDA Perspective - Summer 2018 - Insider Intel
IIDA Perspective - Summer 2018 - 53
IIDA Perspective - Summer 2018 - IIDA News + Updates
IIDA Perspective - Summer 2018 - 55
IIDA Perspective - Summer 2018 - Why This Design Works
IIDA Perspective - Summer 2018 - Cover3
IIDA Perspective - Summer 2018 - Cover4
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