ASCP Skin Deep

September/October 2013

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Social Media for Real Life You're on Facebook and Pinterest. Now what? by Cortney Matz Social media sites are like giant networking events, full of name-tagged users making contacts, swapping advice, and checking out your skin care business. And just like meeting people at a real-world event, it can be difficult to decide what to talk about. You might know how, where, why, and maybe even when to post; but when it comes to your business page, what do you post? No matter what the experts say, social media marketing isn't easy. It isn't a quick sell, but an ongoing process of developing relationships and building your image. It's fun, it's free, and with an open mind and a healthy sense of adventure, it can be an excellent part of your overall marketing strategy. your best markets: facebook and Pinterest Facebook is the most popular social site by far, with 1.11 billion users worldwide. Sixty-seven percent of online Americans use it, including 72 percent of online women. Although trend-watchers predict its demise every time a new competitor comes along, Facebook doesn't show signs of going away any time soon. Pinterest's demographic makes it a natural fit for skin care professionals: its 48 million users include 15 percent of the US adult online population, most are women, and their interests are heavily skewed toward fashion, food, hair, and makeup. Plus, it's more picture-oriented than Facebook, making it ideal for sharing visual content. As with any social network, connecting with others on Facebook and Pinterest is all about being friendly and sharing quality content. Let's look at the best ways to do that. Three basic rules You run a business. Your spare time is probably nonexistent. If you choose to have a social media account, what are the three most basic, important things you should be doing with it? 1. INCLuDE CONTACT DETAILS No matter what else you do with your practice's social media presence, make sure your page prominently displays the name of your business, its primary website, and other contact details. In the description or "About" area, include a summary of what you do. If there isn't enough room to include business hours or a concise service list with prices, at least provide enough information to pique a reader's interest and entice her to visit your main website to learn more. 2. POST REguLARLY Marketing gurus often recommend posting 3–4 times a day, which strikes me as impossible for many small business owners. My own goal is more modest: once a week. Whatever works for your Get connected to your peers @ www.skincareprofessionals.com 21

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