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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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Through a comprehensive social marketing strategy employing these 10 best practices, spas can cost-effectively realize significant improvements in awareness, spend and client loyalty. The brands that catch up with consumers through social media will be the ones to reap the maximum ROI through the positive word-of-mouth they will achieve.

Social media and the American consumer

Sure, social marketing is being talked about a lot these days, but just how relevant is it for the spa industry? Although there are a few anecdotes that hint at its potential for success, is it something that can be effectively integrated into a comprehensive marketing strategy, and measured to prove high ROI?

The answer? Yes.

Originally perceived to be something used only by high school and college students to stay in touch with each other, it has since turned into the most influential marketing channel available.

Many spas today recognize that the Internet represents an important marketing channel, and have varying degrees of digital marketing strategies in place. However, most still underestimate just how central a role online media plays in consumers’ lives and in their buying decisions. Consumer behavior has changed dramatically in the past 10 years, and beauty companies need to catch up. A study by Forrester found that, from 2004–2009, Americans increased the amount of time they spent online by 117%, while time spent watching TV, listening to the radio, and reading newspapers and magazines decreased or stayed flat.1 (See Figure 1.)