21 Jan Skin Inc Magazine January 2011: BeautyStat Feature Story – Engaging Spa Clients Through Social Media
The percentage of time Americans are spending online has more than doubled during the past few years, while time spent on other communication channels has dropped or remained flat. People now spend more time online than engaged in any other media activity. Concurrent with the rapid increase in time spent online, there has been the recent dramatic rise of time spent on social media channels. Today, social networking is the No. 1 online activity, with people spending more than six and a half times the amount of time on social media as they do on Internet searches. And it’s not simply about quantity of time, it is also the degree of influence that social media possesses for consumers in their purchasing decisions. These trends are even more pronounced in the beauty industry, as women are even more likely to spend their time using online social media and refer to it when deciding which products they wish to buy.
Spas today need to evolve from simply maintaining a social media presence, to one of social outbound engagement, in which spas meet consumers on their terms—in a compelling, interactive manner. Following are the 10 best practices for successful social outbound engagement.
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