Ask the expert: social media

Promoting a beauty business is no longer just about being in the Yellow Pages and having some decent signs. Now it’s about reaching out online – and that includes building your social media profile.

Social media is basically anything on the internet where people can communicate directly with each other. Some of the most popular social media sites are Facebook, Twitter, Instagram, Pinterest, Google Plus and blogs. But there are loads more. If you’ve got teenage children you’ll probably have heard of Kick, Snapchat and Vine too… the list goes on.

The key to making social media work for your business is finding out which channels your clients use. Then see what they’re saying and what’s important to them. Also, “follow” your competitors to see how they handle things.

Here are a few top tips to get the most from social media:

• Keep descriptions of what you do clear and to the point

• Don't waste words as there’s usually a limit

• Use strong images that describe what you do and fit your brand

• Be original – copying someone else could break copyright laws and just looks bad

• Reply to people and get involved in conversations; it helps build your profile but…

• Don’t ever get into arguments. Responding quickly to any negative comments is really important. Ask people to contact you directly and say you’ll look into the situation while apologising for any inconvenience caused.

Finally, be yourself. People can spot a fake (even online). Be relaxed and friendly and write as if you’re talking to someone you like but don’t know well. And enjoy the conversations. You never know where they'll lead!


Henny Flynn is director of marketing con­sultancy Win The Crowd and former managing director of London salon mini-chain MW Nails. She works with companies to help grow business and establish their brands.


This article is taken from the April issue of Professional Beauty. As a subscriber, you can read many other expert advice plus industry news, product and treatment reviews and much more. Make sure you never miss an issue by subscribing here for just £37 for the print edition, or buy a digital subscription here, which gives you access to the full magazine online for just £4.99 a year.