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Beyond Your Chair

Jayne Morehouse

> Succeeding with Social Media

Social media is one of the most popular platforms for gaining new

clients, strengthening relationships with your current customers and team,

and making a name for yourself in the beauty industry and your community.

In fact, it’s so important today that

The Stylist

is devoting this entire issue

to helping you succeed with your social media strategy and tactics. Beyond

creating your content, here are tips to help you kick off a new campaign or

build on your current efforts.

• Research how other like-minded businesses run their social media.

Follow some of your favorite places to spend time from restaurants to yoga

studios and some of your favorite brands. Notice what you think and how

you feel when you read the content they post. Is it a reflection of the same

experience you have when you visit their businesses or use their products?

• Don’t try to conquer every social media platform at once. Get really,

really good at one before you move on to another. In other words, if your

clients are primarily on Facebook, start there.

• Know what your goal is — then start with the best platform for

achieving that goal. Are you looking to build your clientele or deepen your

relationships with your current clients? Facebook is a great place to start. Is

your goal to attract more employees? Try Facebook or Instagram. Looking to

network with the business leaders in your city? Start with LinkedIn. Not sure

where to start? Ask your audience where they like to hang out.

• Be consistent in tone, voice and content across all of your online plat-

forms — and your place of business. I can’t tell you how many times I’ve

been interested in a business, visited its website then explored its social

media, only to come away completely confused over what the business

is all about. Why this happens: Someone wrote and designed the website

content, while someone else created the social media content — and

the two never collaborated. Even worse: When neither matches the tone,

culture or conversation that happens inside your business. You and your

business need to speak with one consistent voice wherever you are.

• Social media is not free. Yes, you can build a Facebook page at no cost.

However, you will need to invest significant time to work it for maximum

return. Or, you will need to hire someone to develop content, monitor and

respond to comments and listen to relevant topics for you. Plus with Face-

book’s current algorithm, which determines whether or not your content

gets seen and by whom, you will need to budget for Facebook ads to ensure

your audience receives your messages. Ads can cost as little as $20.00. Set a

budget to boost your most important content.

• Do a “soft” launch first. When you’re first ready to take your account

live, tell a select number of people. Post some content, have them comment

and make sure you’re comfortable with communicating in front of the


• Then build your audience. Inform your clients where they can find you.

Test some ads. Test various audiences. Network with like-minded business-

es. Ask friends with similar customers if they’d like to cross-promote content.

(Never try to highjack another company’s audience without permission.)

• Someone needs to monitor your social media as close to 24/7/365

as possible. Yes, that’s right. People comment, post questions, and look to

interact on their schedules. Meet them there. Ideally, set up alerts that send

comments directly to your cell phone as a text or direct message.

• If you have separate social media accounts for you as a person and

you as a business, keep your personal page private. You don’t want clients,

potential clients or your co-workers seeing comments or pictures that are

only meant for your closest friends.

• Use a secure password and make sure anyone who has access to your

page as an administrator has a secure password. Even though major web-

sites have been hacked and the news reports stories of identity theft nightly,

many people still use the same password for all of their accounts. Or they

choose a password that’s easy for someone to guess. Imagine howmuch

damage could be done to your reputation if your clients all receive social

media spam, a virus or worse from your account.

• The rules and policies of social media, especially Facebook, change

frequently. Make sure you stay current. Most major changes are well publi-

cized; however, just to be safe, it’s best to search for “Facebook algorithm,”

“Twitter updates,”“Instagram changes,”etc. every month.

• Because of both the investment you’re making, as well as the exposure,

take your social media campaigns seriously. Post content frequently. Com-

municate professionally. Ask for your audience’s input. And always respond

to comments from your audience; even if just to say thank you.

Be creative. Share your stories. Have fun.


full-servicebrand communications, public relations and socialmedia agency for companies, brands, salons

and spas. Reach her at 440-846-6022 or . Fol

low her

and and

connect on .