. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Beauty - Salon&The Internet
thoughts or opinions on beauty brands when online: “Almost three quarters (74%) of people who have used the Internet to contact a brand or discuss one have used Facebook to do so,” says Alexandra. “Facebook users are more likely to become a fan or ‘like’ a brand on Facebook than they are to post a status update or engage directly on the brand’s Facebook wall. Almost two thirds (65%) of those who have contacted a brand via Facebook have become a fan or ‘liked’ the brand compared to just one in four (24%) who have posted a status update on Facebook referencing a beauty or personal care brand.”
“Facebook is a fantastic way of letting people know about your salon,” says Audrey. “By building up your ‘friends’ on Facebook you will get your name out there a lot more. People who have had treatments at your salon can put up comments about the treatment they had done, letting people know what a fantastic treatment it was and encouraging people to go have the treatment done. Again you could advertise your special offers and retail items through your Facebook page to generate more revenue. Setting up a Facebook page is free advertising for salons and could boost profits for alot of salons.”
Ronan Perceval, MD of Phorest agrees: “Facebook is fast becoming the number one marketing tool for salons. Salons have always depended on word of mouth but in the old days word of mouth was one person talking to one person. Now with Facebook someone can tell all their friends about a salon in one click - and that is why Facebook is becoming so important to a salon. Get it right and you will gain hundreds of new clients quicker and cheaper than ever before.”
User beware!
Nobody can deny that social media is a fantastic marketing tool for salons and brands looking to really interact with their clients, but it’s important to remember that interaction is a two- way process and therefore it does open the doors for potentially negative comments to appear about your business especially if a client
feels they have been mistreated in any way.
“Social media has lots of positive roles to play in your business and good feedback from you clients is welcome. However, it is also used for complaints so dealing swiftly and positively with these is critical for your business’ reputation. It’s important to show you have listened to a complaint, acknowledge it online but try to bring the conversation offline as soon as possible. Ask the unhappy customer to email you or your customer service department and deal with it from there. If handled correctly, a disgruntled customer can turn into one of your greatest ambassadors,” says Harriet.
If you do become prey to negative comments, it’s important to act as swiftly as possible – simply removing the post will not suffice and may even aggravate the offended party further. Instead try contacting the customer
directly to see if the issue can be resolved offline, one of the pitfalls of social media is that everything you do or say will be placed under scrutiny by your followers and therefore do not allow yourself or your business to be drawn into petty squabbles online – you wouldn’t argue in front of other clients in the salon and it’s important not to do so online.
Whatever platform you choose take the time to familiarise yourself with the site and what tools and functions are available to you as a business – often buttons or live news feeds can be incorporated directly into your existing website to ensure you are reaching as many potential clients as possible.
Finally, don’t forget to enjoy yourself – if you’re excited about a new product tell your followers why – this excitement will be reflected in your writing and will help to reveal your personality – after all isn’t that what being sociable is really about!
top tips Get the most out of your online presence by following these simple tips:
• Your website, Facebook and Twitter pages are all a representation of your salon or beauty business. Keep any designs inline with your business brand, as this will help users identify with you, and don’t forget to use your logo.
• Let your clients know that they can interact with you on social networking sites. Ask them to ‘like’ or follow you in any newsletters you distribute, and add the Facebook or Twitter logos and your ‘handles’ to your treatment menus, appointment cards and posters so people know to search for you.
• Keep your profiles updated with the latest news, but remember to treat your social networking professionally; clients reading titbits of gossip or silly comments will easily be turned off and it gives an unprofessional impression. If necessary, have two separate accounts: one personal for your friends and family, one professional for your clients. Also make sure your staff are aware of this, should they ask any clients to network with them personally.
• Check your pages or profiles regularly so that you can respond to comments or questions. If someone posts a complement, be fast to reply. If someone posts a complaint, deal with it even faster.
• Use your Facebook or Twitter accounts to showcase your work. With your clients’ permission, take photos of your nail creations and share them online. It’s a great way of advertising your talent.
• Don’t forget to follow others on Facebook and Twitter too, so you can network with lots of useful industry contacts. On Facebook like our Irish Beauty page, and follow us on Twitter @IrishBeautyMag
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