6 | FEBRUARY 2015 | TEXAS STYLIST & SALON |WWW.STYLISTNEWSPAPERS.COM
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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
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 firstname.lastname@example.org . Fol
connect onwww.facebook.com/jayneandco .