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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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page 7 of 20

The numbers are impressive, but still don’t convey the entire impact or implications of social media for the spa industry.

Further, numerous studies have shown that women are more likely to spend time on social networking sites than men. An Edison Research report, for example, found that women comprised 57% of all consumers who checked social networking sites multiple times a day.6 And it’s not just the amount of time, but the degree of influence social media carries in the buying decisions of American beauty consumers. Consumers have shown that they are more likely to accept the opinions of friends, family and even other consumers online (who they may not even know) over the opinions of spas themselves, as expressed on spa websites and other marketing channels.7 Reading community message boards, general interest websites and blog reviews have been shown to make women more favorable to a product when shopping, compared to brand websites.8 And a report issued by Gartner in July 2010 found that the majority of consumers rely on social networks to guide their purchase decisions.9

Social media, simply put, is the most engaging channel available to consumers today. From a promotion code for an exfoliating scrub announced on a blog to a foundation blending tip shared on an online beauty forum; from a video testimonial on a new mascara by your cousin in Ohio to a friend’s Facebook post about a sunless tanner she likes, social media is empowering consumers to choose when and how to learn about brands, and infiltrates every step of their purchasing decisions. Social media is the dominant player on the Internet today, and its usage and impact has been skyrocketing. The spa that learns how to swim best with the social media current will be the one to maximize the tremendous ROI it has to offer.

Social marketing and spas today

All of the studies previously cited lead to two conclusions:

1. American beauty consumers are spending much more time online and on social media sites than ever before.