SNAPSHOTSURVEY2012
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results reports for the surveys you participated in or to purchase reports for the months you missed.
T
his chart was taken from the March 2012 ISPA Snapshot Survey
which focused on social media. During the survey period, 367
ISPA members responded. The chart illustrates the various social
media platforms being utilized by ISPA spa members.
As the chart shows, 95 percent of spa respondents use some kind of
social media for their business. How it’s being utilized by each business may
vary, but many of the takeaways provide overall guidance for any business.
The following is a sampling of responses from spas about lessons they’ve
learned from using social media.
“Make sure you have sufficient
time and human resources to keep
it up.”
“Pictures are typically more valuable
than words.”
“Short and sweet posts that
promote easy interaction are key to
engaging customers. If you’re too
flagrant, wordy and sales-like,
you’ll lose fans.”
“Regular posts keep the followers interested. Varying the posts between
questions and interesting facts also
keeps them interested. Stop posting and
they fall off easily.”
“Have a social media policy for
your staff.”
“Sometimes, you can spend a lot of time
on Facebook and Twitter and it can
mean better communication but not
always better dollars.”
“Be clear on any restrictions or
qualifiers for promo.”
“There is a fine line between too many
posts and not enough. Finding that
place can be challenging. We have
found that less coupons and educating
people more is a good balance.”
“Respond to negative comments
immediately.”
“Help others and they will help you in
turn. Share another business’ event and
they will help to share yours.
Compliment another business’ staff or
write a good review on Facebook for
others. What goes around comes around
in social media!”
“Videos work but make them short
in duration and fun regardless of
how serious you think your business is.”
“Don’t overdo it—keep Facebook posts
minimal. Set up tracking source codes in
your system to get the measurable
results to justify doing it.”
“Plan your tweets and posts out in
advance, include quotes, highlights
on treatments, and pose questions
to your followers to help give you
positive feedback on your spa.”
“Invest early in hiring a staff person,
once you have the fan base, they will
contribute to your content. Don’t delete
bad posts, it reduces your credibility.”
“Don’t take it as an easy way out
to cut PR and marketing costs.
Social media is a top marketing
tool; however, it needs to be
managed by a person who does
have the skills and knowledge to
make it work and useful. If not, it is
a waste of time and money.”
June 2012
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