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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 8 of 20

2. Social media has become a dominant influential channel that impacts consumers buying behavior.

Of course, establishing a brand presence on Facebook and Twitter is just the first step as far as social marketing is concerned. Let’s call it Social Marketing 1.0. And although there has been some anecdotal success of effective social marketing within the spa industry, there has not been widespread adoption of a comprehensive social marketing strategy tied in sufficiently to ROI. Just as spas have progressed from traditional to online marketing, establishing websites, incorporating e-mail into their customer relationship management (CRM) systems and providing e-commerce capabilities, so too do they need to evolve to the next stage of social marketing: Social Marketing 2.0.

What is Social Marketing 2.0 for the spa industry? In a phrase, it’s social outbound engagement. It’s more than simply achieving an arbitrary fan base or specified number of posts by year’s end. It’s comprehensive marketing designed to foster dialogue with—and among—your loyal clients of today and your loyal clients of tomorrow. It’s reaching out beyond your official channels; it’s reaching through communities and influential players in the online landscape of today. It’s integrating social marketing with your online and traditional marketing efforts, and utilizing metrics that culminate in high ROI. It’s adhering to the 10 best practices for social marketing.

Best practices for social outbound engagement for the beauty industry

1. Think for two

The first step for an effective social outbound engagement strategy is to recognize that you have two broad consumer groups, each of which necessitates its own strategy to effectively leverage social media.