78 October 2013 © Skin Inc. www.SkinInc.com
perfect match. Social media thrives on the blind-date
philosophy. Your business will have a group of loyal
followers that pay attention to your Facebook page
or Twitter account. This is a great way of building
loyalty and keeping current clients informed of your
efforts, but how do you reach new clients? Partner
and cross-promote with other businesses that may
serve a similar demographic. For example, a local
hair salon may not provide spa services or a local
gym may target a demographic similar to yours.
Mention them in your tweets and posts, and ask
them to do the same to cross-promote services. Share
each other’s blog posts. This will help you generate
visibility for both their business and yours.
Know the hot spots. Know that there’s no
one-size-fits-all list of platforms for every skin
care facility. Based on the creative assets and
manpower of a typical spa, following are the top
seven recommended platforms on which you should
participate (in order).
1. Google+. Google search is one of the primary ways
people will find your facility. Google+ accounts can
now be merged with your local listing to create a
more engaging, competitive listing that allows you
upload video testimonials, pictures and fliers of
your most recent promotions.
2. Facebook. Facebook is ranked No. 1 as the most
popular website globally. 1 Eighty percent of
Facebook users use the platform to connect with
3. YouTube. Did you know this is the second largest
search engine after Google 3 YouTube allows you to
post video tours of your spa, interviews with your
team and video testimonials. If a picture is worth
1,000 words, a video is worth 1 million words.
Help your clients get more comfortable with your
spa before the first treatment.
4. Twitter. Not only is this one of the most popular
platforms, but also half of its United States’ users
check their accounts from their mobile phone,
which makes it easier for you to deliver your
message to busy clients during vacation seasons. 4
5. Pinterest. This platform is quickly growing in
popularity among American women, but requires a
significant amount of original material from your
6. Instagram. Similar to Pinterest, make sure someone
on your team is equipped with an Android or
iPhone to update this platform. It is not yet
compatible with Blackberry phones, and content
cannot be uploaded from a desktop computer.
7. LinkedIn. This platform is typically for B2B
connections, not to connect with clients. Use
Linkedin to connect with potential partners with
whom you can cross-promote.
Don’t leave your clients waiting by the phone.
Leaving someone who is excited about you waiting by
the phone will not only make them lose interest—it
may make them angry. In an internal investigation
conducted by IF Marketing, 100 medical practices
were contacted via their online contact form. Out of
the 100, more than half did not respond. In fact, after
48 hours, the complete lack of a response created
ill will from the consumer toward the practice. If
you can’t be trusted with returning a message, why
should a client trust you with her skin?
This also means it is important to post
consistently. Although a suitor who calls too often
may be a turn-off, one that seldom calls makes
you feel as if they don’t care about you. When
determining how frequently your facility should
post, take into account the shelf-life of a post. Every
platform will vary. For example, posting on Facebook
at least three times weekly is typically ideal. Posting
daily on Twitter is suggested, but you could post 10
times every day on Twitter because of the how quickly
the feed is updated. Post on platforms around lunch
SOCIAL MEDIA ALLOWS YOU
TO CREATE THE ILLUSION
OF MORE TIME, ATTENTION,
INVESTMENT IN EACH CLIENT.