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Nikki Partise is the social media manager for Dermalogia and the International Dermal Institute.
I’ve seen first-hand the importance of utilizing social media in your business. Plain and simple: your competitors are there, and if you aren’t, you’ll get left behind! It can be intimidating, that we understand, but just like anything new, it can be learned and better yet, easily understood. So how do you begin? Let’s start with the basics.
The term social media applies to new media sites such as Facebook, Twitter, LinkedIn, blogs and various other networking platforms. Users of social media sites create and engage in online communities to share information, thoughts, photos, videos and other content. That may seem obvious to some, but what may not be so obvious is how exactly social media differs from traditional media, such as television commercials and mailers.
Traditional media once kept companies in charge of their brand’s or business’ reputation and messaging. New media, on the other hand, puts the messaging in charge of the consumer. Now, 90% of consumers trust peer recommendations and only 14% trust advertising, giving you the opportunity to hear feedback from your clients so you can keep doing what works and adjust what doesn’t.
There are an endless amount of social media outlets, so I recommend you choose the top sites when starting out. Facebook, Yelp, Twitter, and Instagram are likely to give you the most visibility, so I suggest you start there.
Facebook. Visit Facebook and click “Create a Page for a celebrity, band or business.” Choose “Local Business or Place,” and then you’ll be guided along as you set up your page. It’s important to know that you need a personal page in order to manage a business page. Once your page is finished, you can begin personalizing it by adding a profile and cover photo, your contact information and hours of operation. You can also post skin care and product tips, share available openings, show photos and videos of your space—it goes on. Check out other skin therapy businesses on Facebook to see how they manage their pages. For more on setting up, see here.
Yelp. Yelp is the top site for consumers to share reviews about businesses. You may not know this, but you don’t have to start your own Yelp page—someone else can start it for you. If a page for your business already exists, you can claim that page. If no page exists for your business, visit Yelp and click “Sign up for Yelp” at the top of the page. You can then encourage your clients to write a review so that new prospects can see how wonderful you are! What if you get a negative review? Reach out to the client and amend the situation however you can to turn that client happy once more.