AUG 2017

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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[ 60 ] • # dayspamagazine • august 2017 © GETTY IMAGES 3 STUDY YOUR STATS You can't judge your social media success based solely on how many likes a particular post receives. Lindsay Houghton, social media director of THE Pearl Modern Spa and Boutique in Fulton, Maryland, is a fan of Facebook, Twitter and Instagram analytics for tracking engagement. "They send valuable reports and statistics about how your promotion went—what worked and what didn't," she says. "I use that information to give our followers more of what they want." Analytical tools, such as Brand24 ( or Simply Measured (, to name but two, can help you assess whether you're meeting your goals. back to basics 4 ENGAGE, ENGAGE, ENGAGE Think of social media as an exceptional opportunity to converse with current and potential clients outside of the spa. Connect with them by asking their opinions about spa-related topics, or responding to questions and concerns. Rhonda Mordecai, owner of Sole'renity Spa in Sulphur, Oklahoma, reserves time in the morning and at the end of each day to interact with followers. "We try to reply to every comment as soon as we can," she says. "People really appreciate that we take the time to listen and respond." 5 BE HANDS OFF The avalanche of information on social media can be overwhelming, but you don't need to log in daily to be present. At On The Side Spa in Westfi eld, New Jersey, spa director Taryn Larsen opts to receive alerts on her phone whenever someone comments or reviews the spa online. "It helps me stay on top of how our audience engages without having to scroll through our feed for an hour," she explains. In addition, sites like Hootsuite (hootsuite .com) and Edgar ( enable you to schedule content up to months in advance. 2 PICK THE RIGHT PLATFORM Your chosen social media channels should align with your marketing goals and target demographic. For example, Wickham points out that although Facebook has over a billion daily users and enormous reach, it has recently declined in popularity among people ages 18 to 34. "You need to be where your audience hangs out. If you're targeting a younger clientele, you'll want to be on Instagram or Snapchat because that's where they are," she advises. Instagram can be especially valuable for day spas, as they can seduce potential clients with their spaces' aesthetic appeal. On the other hand, LinkedIn would be a better option for businesses looking to attract a more corporate clientele. Testing diff erent approaches on various platforms for at least three to six months is key to determining which ones are a good fi t.

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