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According to Pew Internet Project research, 67% of adult Americans use social media sites, as of December 20121, with one-third admitting to use during work hours.2 Given the personal connections that so many skin care professionals develop, this often means communicating online with clients directly. Social media use can be a big issue for employers, especially when it comes to team productivity and maintaining control of your company’s brand positioning and message.
Social media is revolutionizing marketing for small businesses, but few have responded to the change by making adjustments to team policies, procedures and training. Instead, most take a reactive approach, waiting for a team member to make a mistake in her online behavior and then taking disciplinary action. Consider the following when it comes to social media and your skin care facility.
- The challenges. Team and management productivity and efficiencies; brand image; and word-of-mouth management
- The opportunity. Leveraging your staff into brand advocates while maximizing real-world performance.
- The solution. Establishing social media policies so your team knows what to expect when it comes to online behavior, followed by education and training to support this philosophy.
That last point is a key one—providing the right education and resources to help your team understand and proactively utilize social platforms to support both your company and their individual career goals—is key. However, before you can educate, you first need to put your policy in place.
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