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How Social Media Can Help Your Spa

By: Rachel L. Johnson and Ada S. Polla
Posted: September 24, 2010, from the October 2010 issue of Skin Inc. magazine.

During the last two years, social media has exploded and brands and companies have embraced it, whether actively or reluctantly, in addition to—and not instead of—traditional media. What started with MySpace now includes Facebook, LinkedIn, Twitter, YouTube, Foursquare and more. Social media is not a trend; it is here to stay. Every type of brand is jumping on board from beverage companies such as Coca Cola to fashion stylists such as Rachel Zoe to wellness industry leaders such as Skin Inc. magazine and the International SPA Association. Whether your business is a large spa or a start-up, social media will prove to be a valuable marketing tool.

The key difference between social media and traditional media is that social media is a two-way conversation. You cannot control the message with social media—your Facebook fans can post anything they want on your brand wall.

Facebook fan page

Begin by creating your account and personal profile page. When creating your profile, make sure to include your business website URL, contact information and company description. A perfect area for entering your business information is the box titled “Write something about yourself.”

Once you have developed your personal profile page, you can now develop your fan page. The fan page acts in the same way as the personal page, but represents a business rather than an individual. The Facebook fan page allows the user to invite friends to join your fan page. In a sense, this page is similar to an online fan club through which members will receive updates on new retail offerings, services, events, sales and more.

Your first priority should be to build your fan base. Begin by posting your status updates that will spark interest and generate fans. Make sure to post effective and interesting statuses that are action-oriented. For example: “New service launched today! Visit our website for more information about how to receive $5 when you book!” A site that offers great examples of how to best promote a business is City Shop Girl. City Shop Girl posts local events, contests, promotions and gift guides that are interesting and valuable to Facebook readers.