Industry News

Fearing Big, Bad Technology

Melissa Hill | July 10, 2011 | 8:16 PM

I know, as a member of Gen Y, I should have willingly run towards the warm embrace of this new technology. I did check it out, as I do most new web sites and tools. I like to at least have an idea what something is before I reject it. And I definitely rejected it then. It just seemed messy and confusing. When we started a Modern Twitter feed, I changed my tune.

I realized once I started using it that Twitter -- along with Facebook, MySpace and other social media sites -- are simply good for business, whether it's our magazine or your salon. If you are not using these free tools to reach out to your clients, you're missing out on great opportunities. MODERN editor Laurel Smoke and I were having a discussion about new technology recently, and she made a good point, likening it to a buffet with many choices. Your clients want to be talked to and communicated with in different ways. If you're limiting your methods of communication, you're losing out on valuable venues of talking to them -- and increasing your business and profits.

One of my recent Twitter connections was with Eric Moon, a stylist at M Coiffure salon and a TIGI educator. A couple of weeks ago, I noticed that he had posted two last-minute cancellations on his Twitter and Facebook accounts to see if anyone was interested in filling them. When I contacted him about how it worked out, he raved. "It was the first time I ever had done that and it was on a whim. Within 10 minutes, a client called and filled one of the spots." The second spot was also filled that day.

"I don't get many cancellations or openings, so they got jumped on pretty quickly. The response was phenomenal," he says. Facebook can also act as a passive referral system. "People are nosy, and if someone sees a friend became a fan your salon, they may want to check out your page too."

Moon is now working on setting up a Twitter account for the salon itself, with intention of tweeting about special salon products of the day, giving out discounts or prizes when people respond, and letting people know about openings for all the stylists.

One word of advice he has for owners and stylists venturing into Twitter: "Be careful how much you tweet, what you tweet and when you tweet. Clients don't want to hear about you drinking coffee or something. Make your tweets fun, interesting and spaced out enough that people look forward to hearing from you."

If you need some pointers on getting started, I'll be posting some helpful hints for next week's Wednesday Salon Success newsletter

Links to check out:

Eric on Twitter
Eric on Facebook
Modern on Twitter
Modern on Facebook
Modern on MySpace
Melissa on Facebook

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