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Social Media Versus Community Management

It’s easy to confuse the responsibilities and benefits of social media with that of community management. To help clarify the two entities and identify the best talent for the responsibility in your salon, take a look at this well crafted article by Sarah Judd Welch – CEO/Head of Community Design at Loyal Hello! as posted on American Express OPEN Forum. The Difference Between a Social Media and Community Manager Though they can overlap, social media and community managers serve two different business functions. Here’s how to maximize the efficiency of both roles. If every other company seems to be hiring a community manager these days, it’s not your imagination. Demand for the role has grown 29 percent year over year. But a quick look through job descriptions for community managers may leave hiring managers confused. Isn’t this the same role as a social media manager? Though the roles may overlap at some companies, they’re different job functions. Social media is an online marketing and communication channel defined by the ability of consumers to create their own content and directly interact with brands and other consumers. A social media manager manages this marketing channel and sometimes also manages the marketing content distributed on the channel. The goals of social media are to:
  • Increase brand awareness and reach (ultimately, to acquire new customers)
  • Distribute relevant marketing content and advertising
  • Provide customer support
On the other hand, community management is the discipline of engaging consumers with each other. Often, community will also include ensuring customer happiness, acting as the customer advocate internally within a company, maintaining customer retention and facilitating the creation of common resources. Social media is to community as graphics are to design; it’s just one potential output of the discipline. A community manager may also use email, independent platforms, in-person events, forums, product features, etc. The goals of community management are to:
  • Connect customers to one another
  • Keep customers happy
  • Make customers stay (retention)
A community manager may use social media channels to achieve these objectives. However, social media is just one communication channel for engaging with and growing a community. Social media is to community as graphics are to design; it’s just one potential output of the discipline. A community manager may also use email, independent platforms, in-person events, forums, product features, etc. The options for channels can be endless, because community management is a channel agnostic business function. A community manager may also touch or even manage customer support, whether via email, phone or social. However, a community manager’s focus is on resolving the issue indefinitely so as to not be repeated, rather than responding to and resolving individual issues. For example, an airline social media manager may help rebook a flight via Twitter direct messages. A community manager may also do this, and work with a technical team to create an app allowing customers to more easily rebook flights themselves. So which role do you need for your growing company? Let’s reframe this question: Are you currently looking to market to new customers on a low-cost channel, or are you aiming to retain and leverage your existing customers? Most likely, you need both. However, you may need different employees for each function. The interviewee who’s an excellent copywriter for social content is likely not the same interviewee who instinctively knows how to find commonalities between and introduce customers to each other. When discerning community from any marketing activity, just remember that marketing brings people in the door and community can ensure they stay. Like this article? Follow Sarah Judd Welch or check out some the great small business advice from American Express here:  
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Salon Social Media Strategizing

Surprisingly, few salons take full advantage of social media and its potential reach.  In today’s day and age, that’s simply shocking! It just takes some time, effort and upkeep to allow it to work for you. Although most salons do have a website, their social media presence usually remains scattered at best. Too many times an old Facebook page sits dormant, twitter account remains tweet-less and Pinterest goes unpinned, while younger staff dabbles instead on Instagram and other platforms for their own benefit. In such a case, there may be an occasional makeover or up-style posted, but those are usually found on personal accounts mixed in with food posts, cute puppy snaps or what should be private rants. Not exactly the most professional presence for a business! If your salon does not already have a social media presence, it’s time to step up with one. And if they do have social media accounts, it may be time to fine-tune the existing presence to be more professional looking and effective. Here are a few suggestions: Handle This Much like a business is all about location, location, location, social media is about being found, liked, followed and, hopefully, shared. In order to be shared, your business profile must be easily found. If you don’t already have them, set up accounts on all major social media platforms using easy to remember and, if possible, consistent handles (@YourSalonName). Brand Power Consider setting up your profile with your actual logo, not just a picture of your logo, and a “hero” or beauty shot of your salon or the benefits from your salon (hint: it’s great hair). Align your profile if possible with brand colors and make sure your logo and or signage appears occasionally in posts to keep the profile / page branded. In the case of your salon Facebook page, fill in the section that allows you to post your salon hours, location, summary, etc., and then swing around and add pricing information as a note. If the salon pricing changes, be sure and update this section right away. In addition to the summary “about us” for all social platforms, be sure and add links whenever possible to other social media platforms, as well as your salon webpage. That way everybody can find more information about your salon, maybe even book an appointment, with little effort. Consistency is Key Once a presence has been established, set up a regular schedule of posts at least a few times a week. Don’t just wait for something to happen…Plan ahead: Like a month at a time. Also, assign others the task of keeping up the presence if you are too busy. It can be the regular duties of your receptionist, a responsible assistant or anyone on staff who has the desire. Or, perhaps you assign it on a rotating basis so you get the benefit of multiple admins. You can also hire an outside social media specialist to do it for you. Regardless, just remember to set standards and to give them the needed ammo to keep up the posts. Here are some ideas for possible social media posts that salons may wish to consider:

Amazing Hair

Any time a client makes a major change, show it off with a before and after post. Same thing for really great cuts, color, special occasion styles, first haircuts, etc. If you find it of interest, your clients likely will too! Shoot it, brand it (your salon logo), tag it, post it!

Events and Happenings

Document events, happenings, classes, parties, etc. at your salon – Everything from your grand opening to any special occasion. Snap away and post accordingly, making sure to use appropriate hashtags, captions and tags.

Product Information

If your salon sells retail, consider posting highlight products. Pick a specific product and create a quick post about how to use it, what hair types it’s best for, etc. You can pull imagery and information from the manufacturer’s website and create your own customized artwork and post. Also, be sure you are following any brand that your salon carries on the manufacturer’s social media. That way you can share posts from their site: Product info, styling tips, collections, videos, etc. There’s a wealth of knowledge on these sites, so take advantage of what’s available.

Promotions and Special Offers

Always have some sort of promotion going on, that way you not only have something to talk about but it also helps sell through slower moving product or introduce new ones. The promotion can also be for services, either to help build newer stylists, or to increase add-on services, which is always good for the salon’s bottom line.

Giveaways

Nothing gains followers and engagement quite like giveaways. Consider offering an occasional giveaway for salon products or services or even assemble a gift basket for special occasions (Mother’s Day, Easter, Valentine’s Day, etc) and raffle them off for the highest amount of online referrals, etc.

Seasonal and other Trends

Since your salon is in the business of making others beautiful, your staff needs to always be on the forefront of trends. And as trendsetters, make occasional statements about what’s coming next with all asspects of cuts, color and styling.  Show off the latest trends in fringes, layers for long hair, curling techniques, or even color and color placement for the season. The options really are endless!

Reviews

There are plug-ins and apps that can be added to some social media platforms that allow users to do reviews. Be sure you are taking advantage of these features. Also, be sure you have a Yelp presence, as you can post links to any of your salon’s reviews on social. It makes for highly credible content!

Here are some more ideas:

Show off how the salon is decorated for any holiday Announce new hires or new salon services Ask for referrals / Ask followers to invite others Offer quick styling tips and techniques Give seasonal hair care advice (moisturizing in the winter, etc)

Have any social media strategies that have worked well for you? Do tell!