Why Should Consumers Like Your Spa on Facebook?

June 2nd, 2011 • Posted by Spa Kat • Permalink

Consider that 6093% (depending on who you read) of the United States adult population is on Facebook, and the average user spends more than 11 hours a month on the social network. One out of every eight online minutes is spent on Facebook (according to ComScore). Today, an effective Facebook page is  a critical component to any spa's success.

So you need fans (now "Likes") but how do you get them? Start by asking the question every new potential friend will ask you, "Why should I like you on Facebook?" So I will get 9 posts a day about open appointments, specials and the owner's political views?  With friends like that, who needs telemarketers? Rather than using Facebook like tired old media, invest the time to understand its true potential.  If Don Draper was using Facebook, he would understand that a business page is only effective if it's a place to engage, inspire and enrich the lives of your fans.

So how does a local spa business effectively and efficiently use Facebook to engage with their community of followers? The key is to focus on providing valuable content and exciting promotions that will keep them coming back.

Provide valuable content fans can share.

Facebook has made it very easy to share content online and it’s increasingly becoming the consumer's preferred vehicle for distribution. Make your Facebook page a resource for obtaining the latest information on spa, salon, beauty and health. There is an abundance of this content online so search for it and then post it on your Facebook page (with proper credit of course). Encourage your fans to read, share and comment on the information you provide to them.

If you get inspired to write a spa article based on your expertise, post it to your spa blog and on your spa’s Facebook page. For instance, it’s wedding season so write a short article about hair trends you are seeing or outline a bride’s ideal pre-wedding spa experience. Consistently give them insight and guidance they couldn’t get elsewhere and they will keep coming back.

Encourage fans to comment on Facebook posts.

Studies show that simply asking for comments up front will increase the number you receive. Make sure you follow up on all the comments that your loyal fans post on your spas Facebook page.

Powerful promotions increase fans and revenue

Promoting a sweepstakes on Facebook isn’t for big companies any more! SpaBoom’s new marketing feature makes it super easy for spas to deliver a sweepstakes promotion on Facebook.

Amongst the top reasons for Liking a brand were: “to take advantage of promotional benefits”, ”to be informed of new products offered by the brand”, ”to access exclusive information” and “to give my opinion about the brand." –Andrew Blakeley, Why I don’t like your brand on Facebook

The goal of sweepstakes is to increase your followers but it has a side benefit of collecting email addresses. Recently Cloud 9 Salon and Spa doubled their Facebook fans using the sweepstakes marketing tool we created for our spas.

Focus on your spas local brand.

Yes, Facebook now has 700 million users worldwide but you are a local spa and most of your followers live in your community. It is the connection you have with your clients that will ensure that your online engagement thrives. Your Facebook page is an extension of your day spa or salon, not a substitute for the experience they want to have in your business.

You cannot underestimate the sharpness of people’s BS radar.” It’s about taking every single opportunity to show you truly care about your customers, their opinions and how they experience the relationship with your business. –Stacy Bergdahl 5 Reasons Why Emotional Engagement is Crucial

How dialed in are you to your local community? Do they know and love your spa? Is your business committed to giving back locally? The strength of your local brand has a direct impact on your ability to find success on Facebook. Make sure you respond to all the comments on your Facebook page quickly and remember to say thank you. It will go along way in getting your community tuned into your online message.

It is all about building connections with your online and offline community that will build success long term.

Trackback • Posted in General, Social Media

4 Responses...

  1. Alan Glanz says:

    I appreciate the intentions of this article. Facebook is in fact extremely popular with many web users. However, there are a lot of caveats with partnering up in even the smallest way with Facebook. We kept a Facebook page for about a year. We still keep an active Twitter page. We decided to remove our Facebook page however. We've continued to have sales growth of about 15% per year, after we removed the Facebook page. I believe that was actually due in part to our removing our Facebook page!! Here is a quote from your blog: "It's about taking every single opportunity to show you truly care about your customers…" This was actually the reason we removed our Facebook page. Many people have a vague idea that Facebook disregards its users' privacy on occasion. We decided to take a deeper look, and what we found was really unsettling, particularly in our industry where client trust is so important. After a lot of research, we concluded that Facebook wasn't just careless about private information, but in fact has a history of *egregious abuse* of their users' very private information. For the good of our clients we decided we did not want them in the position of having to compromise their privacy in order to keep up with our latest news. So we took an ethical stand and decided against partnering with Facebook. As it turns out, we've had wonderful feedback from clients, many of whom actually really love the fact that we took this ethical stand for their good. They also love the idea that our spa takes a careful approach (perhaps even a slow approach) to technology. After all, they are in some ways coming here to get away from the rat race of modern life.

  2. Alan Glanz says:

    Briefly, another caveat that we discovered in our research of other companies that have partnered with Facebook is that Facebook can at any time take your Facebook page down, without any advance notice and for any reason whatsoever. We found that there have been dozens of companies in quite a few industries, including the spa industry, who have had their Facebook page taken down in this way. A number of times this occurred because the companies were supposedly using copyrighted material. However, quite a few companies were never given any way to rectify this situation or even told what was supposedly copyrighted. And there was simply little to no timely communication from Facebook during the time the page was down. Some companies we talked to still had not had their Facebook page put back up after several months, in spite of asking over and over what they had put up that was supposedly copyrighted.

  3. Alan: Thanks for bringing up privacy. The privacy settings for Facebook are controlled by the individual user or account holder rather than the pages a user chooses to visit or "like." You can view the options here. If you delete your page no one's information is directly affected. One approach is to educate your fans about online privacy in general and Facebook in particular. That said, we support any thoughtful approach to customer care, and if you feel your customers are better served by twitter, email and a good website then by all means go with what works for you. You have clearly worked out a wonderful experience for your clients. If you decide to abandon your Facebook business page our recommendation is to remove the link from your website so it does not give the impression that you just quite posting.

    Facebook remains a extremely valuable medium for most small businesses. The latest data show over 700M users of the medium with very high penetration in the heath and beauty demographic. We will continue to provide tools to make this medium cost effective and valuable to our spa and salon clients.

  4. Alan Glanz says:

    Seth — I appreciate your post. I certainly don't blame any spa or marketer for partnering with Facebook, and didn't mean to convey that I would place any blame. That is of course an individual choice. The intention of my post was really just to call attention to the very real dangers of partnering with Facebook, which we have experienced in our own marketing efforts with them. Facebook is still a very small company in terms of their number of employees, at least compared to the reach they have on the internet (2000 employees at Facebook versus 20,000 at Google for example). I'm not sure if that was partly to blame for the problems we had with them, but at least in our experience customer service from Facebook was completely nonexistent. They simply do not return calls and emails. A number of companies we spoke with had the same experience. As for the privacy settings you mention, one could write several columns on this topic alone… I will only say here that no matter how locked down a person sets their Facebook privacy settings, there have been numerous incidents where Facebook overturned these settings and exposed information to the entire internet that Facebook had previously indicated would be kept private. This is egregiously unethical and unprofessional in our view, and as such we feel it's not appropriate to partner with Facebook or require our clients to be exposed to that risk, in order to keep up with our news here.

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