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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.

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Instead, create a separate Twitter account for business use and take advantage of Facebook’s option to create a business organization page for the sole purpose of promoting your services. This will allow your client interaction to be focused and productive.

The first step in organizing a social media marketing campaign is to maximize the number of people following your profile. Promote it the way you would a telephone number or website, and include your social media pages on business cards and in the signature line of your e-mail.

To maintain a constant presence in front of followers, create a regular posting schedule. One post every two to three days is appropriate. Any more than that and you risk annoying your profile fans and becoming flagged as a spammer. Always follow the golden rule of social media: Only post as much on other people’s profiles as you would have posted on your own.

Facebook also provides four unique advertising options for those wanting to accelerate their business’s exposure to the public even further. These include featured videos, “like” ads, website links and polls. Online ads work on a system called pay-per-click (PPC), which means you save money by only paying for the people who are actually interested in your advertisement.

Although Facebook isn’t exactly Big Brother, it does track the interests, ages and locations of its users. Tracking user demographics is what ultimately helps you, the advertiser, to target the people most likely to purchase services. When creating a Facebook ad, an effective target demographic should look something like this: women 30–55 who are members of the Facebook page “Laser Hair Removal Lovers—Dallas” and live within 10 miles of Dallas. This will save you money and put your ad in front of the best possible group of people.