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Tweeting Your Way to the Top

By: Louis Silberman
Posted: April 29, 2011, from the May 2011 issue of Skin Inc. magazine.

What’s on your mind? Although this question may seem unremarkable, a little-known website launched in 2004 called used it to revolutionize the way people interact with one another. In the seven years since then, social media giants such as Facebook and Twitter have not only reinvented the process of communication with friends and family, but also the way businesses approach customers. The spa industry is no exception when it comes to the social media craze. These websites are an ideal way for spa professionals to keep in touch with clients and promote themselves.

The spa industry has always strongly relied on positive word-of-mouth from their clients for promotion. However, with Facebook, Twitter and other social media outlets, spas now have the power to create their own word-of-mouth and reach more people than ever before.

Esthetics is one of those unique people-person industries where clients view their spa professionals as a friends. Social media has taken this relationship to the next level by providing new channels of communication to establish relationships with new clients and maintain a presence in front of existing ones. By staying current with your Facebook and Twitter updates, you can be in front of your clients multiple times per day. This is very different from the pre-social media days when your clients only thought about you when they needed to make an appointment.

So, what exactly is social media and how do you use it for the best possible return?

No matter how friendly you are with your clients, always remember to keep it professional when it comes to social media. Avoid directing them to join your personal profile. Although you may maintain a cordial relationship with them, clients may delete you if they become barraged by vacation photos and updates about how much fun you had at a bar the previous night.