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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.
page 11 of 20
In an ideal world, a spa would address every relevant customer and commenter in all social media channels. However, this is not possible given the limited bandwidth. It is critical in social marketing, as in all marketing, to prioritize based on what will deliver the best results for a given amount of resources. Who reaches the most influential people? Who inspires conversation and engagement? Just as not all customers are as profitable as others, not all social media channels are as influential as others. So, how can you gain an audience with the most influential and insightful consumers? Who will enable you to create the greatest impact through a comprehensive social marketing program?
Some brands still treat their initial forays into social marketing with the same approach as classic marketing channels: The brand talks, the customer listens. Social marketing enables a true dialogue between current consumers, prospective consumers and spas in a way not possible before.
What can you do to foster participation and dialogue about your products and services, about the solutions you are providing? Are there conversations regarding your spa and issues taking place in which you can join and add value? Can you provide access to your experts to discuss beauty issues and best practices, and share overall insight through interactive formats? Can you develop social media content that engages consumers and motivates them to share your assets with their friends and family?
Are the social media resources you are creating that would legitimately be of interest to someone who is not yet a loyalist of yours? Engagement is essential for engendering true loyalty among your target audience. Does your current social marketing strategy sufficiently address this?