What’s the point of social media marketing for your spa?
Does your spa have a social media presence? 
Can you define the purpose of that presence in one sentence?
Can you look at your social media accounts and clearly see that purpose revealed?
How do you know that your social media presence is supporting that purpose?
“Social Media Ruined Everything,” a recent blog post on WebsiteMagazine.com, points out the need for accountability in social media participation. A couple of key points deserve to be reiterated:
(1) Businesses (and consumers) are confused by social media.
“Information management software company Endeca released results of its 2011 E-Commerce Analytics Survey recently and found that 61 percent of respondents admit they are currently making decisions based on half or less than half of data available to them. To make matters worse, nearly half of the survey respondents reported that they were using multiple tools (at least three ore more) to support business intelligence (BI) decisions.”
If prospective clients or guests are researching spas in your area, how is your social media presence helping them make that decision? If the only see half of the picture, what information are you giving them upfront and fast? How does your presence make you stand out from your competition?
Look not just at your own social media profile, but also that of the competition. Look at where you are represented, where they are represented, and make sure you have all bases covered.
(2) Too many businesses spin their wheels with social media.
“If you’re not on top of your game when it comes to your enterprise’s specific social media participation goals, you’ll be lost in a sea of competitors all clamoring for attention and loyalty from the same audience — and have nothing to show for it. “
But what does it mean to be on top of your game? If you don’t know why your business has a social media presence, it’s hard to evaluate how well you are doing.
If you want your Facebook page to be a place to drive last minute spa deals, then you should have a pretty clear picture of how your posts correlate to making the phone ring for appointments.
But if your goal is to build community and awareness of your spa, you can’t just limit your tracking to a quick look at how many times the phone rang today. Are you driving your online fans to your web site to sign up for e-news or to check out more information? Is your spa’s business finding more loyalty from your online fans? Slow and steady can still win the race, so don’t look solely at social media as a quick fix-all.
