Editor's note:This article was originally published in the December 2010 issue of GCI magazine, and has been reprinted with permission. All rights reserved.
With consumers ever more likely to include social media as a tool for their product purchasing decisions, spas need to evolve from simply maintaining a social media presence to fostering dialogue. Social outbound engagement provides a new opportunity for spas to achieve the classic marketing goals of greater awareness, sales and customer loyalty with strong return on investment (ROI).
All major beauty brands today have digital marketing strategies in place, yet they are still not doing enough to keep up with consumers. Despite significant discussion regarding social marketing, there still has not been sufficient focus on delivering comprehensive social marketing strategies, leveraging its true word-of-mouth potential and tracking its ROI.