Today’s salon owners and managers realize that social media networks, such as Facebook and Twitter, offer a wealth of marketing opportunities, but they often struggle in understanding how to use them to their best advantage.
In a podcast interview with SALON TODAY’s Stacey Soble, Linkup Marketing’s Valorie Reavis introduces the professional beauty industry to a new social media management tool designed to help owners answer that dilemma—The Shout Lounge.
CLICK HERE to listen to the entire podcast, or continue reading to see an excerpt of the interview:
SALON TODAY: Many salon and spa owners recognize the power of social media programs, but it seems like it’s a struggle for them to use them successfully, why do you think that is?
Reavis: One major theme that has come out of several years of working with salon professionals--it’s the time. Unfortunately, most people who are working behind chair and managing a business don’t have lots of time to dedicate to making social media successful. They don’t have the time it takes to sit down and brainstorm, then go and research all the photos, blog links and videos they need to post on their pages. It comes down to not being able to dedicate the time they need to make it successful and see the return on that investment.
SALON TODAY: For a salon’s social media program to be successful, what is the appropriate amount of content a salon should be posting per day or per week?
Reavis: “It’s a really good question, and the answer shocks many people who already have a functioning Facebook or Twitter page. But there have been several studies that have been done—and they happen quite frequently because Facebook and Twitter are evolving—but really the expected standard for a business to see a return on the investment in their strategy is between two to three posts on Facebook each day and two of those posts should be original, meaning that the salon needs to go on and post their own photo or their own blog link, rather than going perhaps to their manufacturer’s Facebook page and then sharing it on their salon page. With Twitter, it gets a little more scary, because we go up in volume—and the expected standard on Twitter is 3-5 posts per day—with the three number being the number of original tweets from the salon per day and the five number including re-tweets, replies and interaction.
SALON TODAY: The kind of content is also important, right? We still see many salons that mostly use social media for promotional purposes, and if that’s all they do, what kind of impact does that have on the people who follow them?