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Engaging Spa Clients Through Social Media

By: Nate Myers and Ron Robinson
Posted: January 5, 2011, from the January 2011 issue of Skin Inc. magazine.
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You can’t develop an outbound engagement strategy unless you know where you are starting. Establish metrics and survey the most relevant social media sites for your business. To shape how your brand is represented in social media tomorrow, you need to know where you are today: How many mentions of your spa are there in social media? Who is talking about you? What are they saying? What percentage of the discussion is positive, neutral and negative? How many inbound links and bookmarks to your sites are there?

Now that you know how your spa is represented, it is important to understand who else is influential in online social media for spa consumers but is not referencing your brand. How is each of your competitors being referenced today in social media? By whom? How about complementary products or general beauty issues that your products and services address?

A comprehensive examination of the relevant social universe will enable you to understand what your potential online social reach could be, relative to what it is today.

An effective social marketing program should both increase the number of people discussing and engaged with your spa, as well as increase the overall positive references to your spa in social media. By realizing both of those objectives, the ultimate goal of marketing can be achieved: tracking and producing incremental revenue with demonstrated high ROI.

3. Prioritize