Social For Dummies Suite

There is no denying that social media is tough. From Facebook to Snapchat and likes to follows, there are so many things to keep track of. There is also no denying that social media is vital part of a salons marketing strategy. In fact, 78% of consumers say that a business’s social media posts influence their purchase decisions.

Redken understands the salon professional’s struggles. As the leading professional haircare brand always on the digital forefront, Redken has created the ultimate guide to social media for salon professionals.

Promoting your Salon on Social Media

This book provides a broad overview of social media marketing for your salon — what it is, why it’s a must-have in today’s marketing landscape, and the amazing benefits it will bring your business. Additionally, the book dives into: 

•  How to employ the 4 R’s to grow your business and integrate them into your social strategy 
  1. Retain
  2. Rebook
  3. Referral
  4. Retail
• Creating content that adds value
• The basics of social media advertising
• How to efficiently utilize social analytics
• The book also goes into some pitfalls to avoid and best practices to consider 

Redken wants to set you up so you can grow your business, increase bookings, and sell more retail.

Here’s a sneak peek:
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Knowing What Social Metrics to Track

What metrics are the most useful for a salon owner to track? That’s a great question! Because social media is about engaging your fans online, the most important metrics involve the ones that tell you how and where your fans are engaging with your content.

You can find some of these metrics under slightly different terminology in the native analytics capabilities of other social media platforms. In this book, however, the examples are mostly from Facebook.

When it comes to social media marketing for your salon, here are a few important metrics to keep an eye on:

• Traffic: This metric indicates how many people visit your social sites and where they come from. For example, did they land on your Facebook page because of an ad you placed? Are they visiting your website because you linked to it from a tweet?
• Total interactions: Total interactions, also referred to as engagements, is how many people did something to interact with the content on your site. For example, on Twitter, this metric consists of the number of retweets, @replies, and how many times your tweet was favorited. Snapchat is all about the views and screenshots of your snaps. For Facebook, this metric is the total interactions including the number of likes, comments, and shares on your content. On Instagram, it’s the number of comments and likes on your image.
• Fan/follower growth: This is the number of fans or followers your social accounts received during a particular period. This metric clues you into what types of content draws in new people. For example, if you pin a promoted post to the top of your Facebook page about a special for the month of July and gain 500 fans, you can most likely attribute that increase to the promotion if your average fan growth for the rest of the year is 300 per month.  
• Reach: Reach is the number of people who saw your content. It’s the driving force behind other metrics. On your Instagram Insights page, for example, you can view the top posts (those with the most engagement) and the location, as well as average time your followers spend on Instagram on a typical day. All of these metrics depend on — and change with — your post’s reach.
• Reach by post type: This metric is especially important for Facebook because this is the social network where you can post the most varieties of content. From this metric, you can tell which types of content on your account are catching the most attention. Are your photos getting the most views and likes? How-to videos? Facebook Live events? This data helps you serve up more of what your fans want, and less of that they don’t pay attention to. Reach is further broken down into paid and organic. Paid reach is … you guessed it … any time you pay for your content to be shown or promoted. Organic reach is how many times your content was shown to people without you having to pay for it. So when a fan shares one of your posts with her friends, that counts toward organic reach.
  Remember: On Facebook, reach doesn’t apply only to post type. There’s something called total reach, which is the number of people who were served any activity from your page including your posts, posts to your page by other people, ads you placed to increase page likes, someone mentioning your page, and someone checking in to your business on Facebook.
• Listed: This is a Twitter metric that tells you if another user has added your account to a particular public list of hers and what that list is called. This is an important metric to keep an eye on because it signals that this follower values your content enough to have it curated for her into a list. For example, your salon’s account may be added to a user’s “Haircare Tips” Twitter list. That means this user found your tweets about haircare to be especially useful and wants to ensure she doesn’t miss any.
• Links clicked: This is another Twitter metric. It’s the number of times links within your tweets were clicked. This metric includes links to hashtags and other users mentioned in your tweets. Furthermore, clicking any tweet gives you even more information about that tweet. Most of the metrics are pretty self-explanatory, but important to be aware of:
  • Impressions
  • Links clicks
  • Favorites
  • Detail expands (the number of times people clicked the tweet to see more details)
  • Retweets
  • User profile clicks
  • Replies 

Ask your sales consultant how to get your copy!