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Social media. It's here to stay, whether we like it or not. It's important to get on board if you're in business -- period.
The trick is not to get completely absorbed in it – but to participate and connect as much as you're able to fit it into your day.
To do that be as authentic as you possibly can. Figure out who YOU are as a business – as a stylist –and focus on that; don't try to be something you're not. Post photos of clients that truly represent your work, so you'll attract the right type of client. If you post photos that stray from what you really offer, you'll attract clients that are not like-minded.
You've heard the saying "Like attracts like." If you specialize in crazy fun colors, post those, and you'll get people asking for them. If you focus on men's grooming, post photos of your favorite guy client's haircuts. It really boils down to one thing – you need to FIND YOUR PEOPLE. If you're as authentic as you possibly can be on social media, you'll attract YOUR people. You'll also be the very best you can be – by simply being yourself.
One big thing to avoid is to compare yourself and your business to other stylists or salon people on social media. They may be posting a lot; they may post themselves deliriously happy, and making tons of money. But who knows what things are really like for them? Circumstances can appear quite different on social media, as opposed to reality. They may be posting just one tiny corner of their own lives and experiences, so it doesn't make sense for you to compare yourself against one picture.
Social media can sometimes make you feel much like a popularity contest from high school days. Stay centered and stay focused. Remember what your goal is as a business person with social media. Do you want to have a million followers? Or do you want to develop real connections with people who will become your clients? Try to keep this feeling centered while you're surfing, and remember your goal. Is it unfair to compare yourself to others' photos? Hopefully not. Look at it to see what others are up to, strictly from an objective, business viewpoint.
One basic way to start a social media presence that is true to you, is to post makeovers performed in your salon. Everyone loves a makeover – with virtually any beauty service. It's a good idea to review your photos with someone who has a discerning eye who has experience with social media. This person can be objective, and guide you on how and what to post. It's good to have another set of eyes on your work and what you choose to publish.
Also, pay close attention, from a strictly business standpoint, to the posted photos that get the most likes and comments; and also to your posts that directly lead to more business for you. You may be surprised. Sometimes the photos you think are the least important are the ones viewed the most and lead to business.
Another thing to think about, it's always a good idea to surf the web with regards to the "do's and don'ts" of social media. Free online advice is out there, and there are even a few free online courses. Bottom line is, stay true to yourself and have fun with it.
Editor's Note: Marco is teaching his Signature Highlighting Master Class at his West Hollywood Studio on Sunday, February 24 from 10 A.M. to 3 P.M. You will learn a highlighting technique that can be adapted for each client. Email Michelle at email@example.com for more information.