We recently shared some knowledge with our class at the American Board of Certified Haircolorists (ABCH) Educational ‘Summit’.  For us it was a snapshot of 40 education-hungry colorists and what they knew about using social media to help them promote their business.  Only a few understood it much at all.

Of course everyone was on Facebook, but few people knew beyond the photos/videos tabs, the wall, and how to send messages.  Only one person had a plan and strategy for being there and was using it to attract more clients to their salon.

Back to Beauty School – Social Media Beauty School.

You know you can’t create a ‘look’ for your client without knowing the ‘techniques’ of how to get hair to do what you want it to do, right?  You have to know how to use a comb, scissors, razor, brush, dryer, iron, and chemicals before you can even begin to craft a look.  Each ‘look’ uses slightly different techniques and some tools more than others.

It’s no different for social media.  You have to understand the tools and what they can do for you before you can use them collectively to cultivate your own ‘look’ using your PR (and your marketing in general).

Bottom line: Go back to school. Use the same mindset you used when you knew you wanted to get started in the beauty industry.  Break out the books and mannequin heads (just kidding about the mannequin heads), and start reading, learning about your tools, and practicing basic skills.

Make the Investment

You aren’t going to learn about, or get good at social media strategy or technique in a couple of sittings, or with someone’s ‘get-rich-in-friends-quick’ book.  Think about it.  It took you over a thousand hours to learn just the basics of cosmetology in beauty school, didn’t it?

What makes you think you don’t need to approach social media with just a little bit of the same dedication you put into learning your beauty skills?  OK, not 1,000 hours, but still … take it seriously.  Start with the basics … read, and practice.

Resources

There are zillions of resources for information and technical expertise in each of the social media disciplines out there.  There’s certainly no shortage of internet marketing and social media gurus (most have become experts in the last year or so) vying for your dollar.

Who do you trust?  Where do you find them?  It takes a time and searching to find the good guys.

Save your money.  Read for free, you’ll learn whose stuff you really want to buy along the way.  Most everything you need to know is already out there and costs nothing.  You just need to find it and that’s what the download link is all about.

Here it is … and Yes, It’s Free

We’ve saved you a lot of time and searching by assembling a starter list of ‘trusted’ resources for Facebook, Twitter, LInkedIn, and Blogging knowledge.  These are tried and true experts who are really experts.  These are the people we learned from.  They’ve been at it the longest and have risen to the top of the heap.  We prepared it for our class at ABCH and it’s filled with great people and information to get you moving ahead.

Some First Ideas for you to Consider

• Subscribe to BeautyPRpro and join our fan page on Facebook.  (Had to get a plug in for our blog ).
• Make the commitment to spend one hour a day reading and practicing.
• Start with Facebook.  Read up on how the individual pieces and parts of Facebook work. You’ll find much of that information in the writings of the experts in the download PDF below.
  • Settings (account, privacy, application) and their impact on all the other parts of Facebook.
  • News feeds (top news, most recent),
  • Friend filters
  • Events
  • Messaging
  • Groups
  • Profiles (personal and Fan pages)
• Browse and read the articles and posts in the download PDF about how other companies and people are using Facebook, LinkedIn, blogging, and Twitter to grow their fans and build their businesses.
• Subscribe to some of the blogs of the experts you will be reading and follow in their footsteps.  They’ve been there and freely share how it all works.
• Questions?  I sure hope so.  Drop by BeautyPRpro on Facebook and our blog.  Ask the new found experts whose articles you’ll be reading from the download list by leaving comments/questions on their blogs and websites.  All of us that blog love to hear from you and know that what we are giving away is being appreciated and doing what it is supposed to do.

Do you have a strategy you’d care to share?

Twitter – Your ‘Aha!’ moment?

OK gang. Many of you have confessed to being Twitter ‘challenged’.  In our travels (and in the research) we’ve seen many who begin to twitter, then stop … their twitter names lying fallow with no tweets for months.  No surprise. Twitter itself has not been that helpful to newbies and most people many don’t have the motivation or time to scrounge for Twitter knowledge.  Yet, despite its own shortcomings of Spartan web interface and less than helpful user info, Twitter has exploded.  Both individuals and businesses are making good use of it.

I hear, “I really don’t ‘get’ Twitter”, “How do you follow all the messages from all those people?”, and “Who should I follow?” … “How do I ensure I don’t miss tweets sent to me in that huge pile of tweets?” … the list goes on and on.  You would think something so Spartan and arcane wouldn’t catch on like it has, but it certainly has, and by the millions.  But, don’t take my word for it.

Bite-Sized Twitter Help

We’re going to break down the topic of Twitter into a series several writings over the next few weeks. If you are a stylist or colorist, esthetician, nail technician, salon owner or independent contractor, distributor or manufacturer, hopefully, this series will help you ‘get’ Twitter, and begin putting it to work for you … and your business.

If you dig in just a bit here in part 1, you’ll have your ‘Aha!’ moment.  You’ll also be collecting valuable resources you can to use to get out there and use Twitter for the power it has to reach the people you want to reach, and you’ll know where to go to get answers and help to continue your journey.

Don’t miss the entire series. If you’re not subscribed here yet, please do so now.  I’ll wait

Give a Man a Fish …

“Give a man a fish; you have fed him for today.

Teach a man to fish; and you have fed him for a lifetime “.

Along the way we will be linking you to the writings of many individuals. But, there are two individuals who have led the way for us to becoming  more knowledgeable about social media in general, and specifically in blogging and Twittering.

• Darren Rouse (@problogger  www.problogger.com and www.twitip.com).
• Chris Garrett (@chrisgarrett www.chrisg.com).

You couldn’t do better than a free subscription to those three blogs (No $ affiliation here).

There is a wealth of information clearly written by many other good minds and I don’t plan on paraphrasing anyone’s writings, but will link you directly to them.  Our job is to deal primarily with beauty industry specific information and recommendations.  If you have questions, feel free to ask them in the comments section of this post, or call us.

What is Twitter?

Wikipedia defines it thus, “Twitter is a free social networking and micro-blogging service enabling users to send and read messages known as tweets.  Tweets are text-based posts of up to 140 characters displayed on the author’s profile page and delivered to the author’s subscribers who are known as followers.  Users can send and receive tweets via the Twitter website or external applications.”

In short, Twitter handles three basic types of messages:

• A ‘public’ message typed into the “What are you doing?” box at the top will be seen by all your ‘followers’.  (e.g. “Reading: Weird Frog Facts http://bit.ly/x13Kj“)
• A ‘public reply or message’ to a specific follower (@twittername). Using the ‘@twittername’ at the beginning of your tweet ensures your tweet will most likely not be missed by the recipient.  (e.g. “@sharonandalex I’ll meet you in the hotel lobby – Tuesday at 11am”). Your reply message will also be seen by all your followers.
• A ‘private reply’ or private message (‘DM twittername’ or ‘D twittername’), is seen only by the follower you have sent it to.  (e.g. “DM twittername  My checking account number 777-4444-22″)

That’s what Twitter does …  I knew you could handle it. 

Setting up your Twitter account

OK.  You’re ready.  Here are two tutorial posts for the mechanics of setting yourself up.

1. From Twitip.com
2. From AgentGenius.com

I’ll wait here till you get back.

Pretty straightforward.   But here are a few things to keep in mind while you’re setting up.

About Your Profile

Your ‘profile’ is an important ingredient of how people perceive you on Twitter. People want to know something about you to help them decide if they want to follow you or not.  What you put into your profile settings helps us discover you, and why you are on Twitter.

For the record, before I decide to follow someone I do two things:

1. I scan their last 20 + tweets.  Are they interesting and/or helpful or are they time-wasters?  (“Enjoying a hamburger watching American Idol” or “Want 1,000 of followers in 10 days? Link here” – uh, thanks, I’ll pass)  (“Reading about NAHA winners: http://www.probeauty.org/naha/finalists/” – that’s more like it).
2. Next I click their web reference link (here’s ours).  What is their motivation for being on Twitter?  What does it tell me about them?  Given those two pieces, I elect to either follow them or ignore them by not following them in return.  95% of the time they’ll stop following you in a day or two when you don’t follow back. More later on followers and following later.

When I get my email notification from Twitter that I have a new follower, follow the link and see their profile has: no photo, no bio info, is full of self-serving or silly tweets, or nothing but sales messages …  goodbye.   Many are automated social media guru follower ‘hunters’ chasing down potential prospects.  Good for them?  Not good for me.  I want people following (and who I follow) who are real. I want people who bring value to me (and I to them) and with whom I can have a ‘conversation’.

Your Profile Details

Your Twitter ‘User Name’

This is what people use to direct a message to you.  Your ‘handle’ is very important.  What does your Twitter name convey about you?  Keep in mind that Twitter is about people and companies.  Names are always a safest, clearest, and best bet.  You will be judged by the handle you choose.

• ‘@getrichquick’ – You tell me
• ‘@sharonandalex’ – Gee, they sound like nice guys.
• ‘@yourbizname’ – I know exactly who they are.

Important Note: Choose your name wisely.  Once selected, that’s it.  You are locked in.  Change the name?  Lose your followers.

Your Photo (Avatar)

The power of the avatar is large.  How do you want people to see you?  Are you friendly-looking?  What image of you does your picture convey?  Family man/woman?  Smiling wamth?  Silly sense of humor?  Goofball?  Unlike your name, you can always change your photo/avatar.

Your ‘One Line Bio’

A very short (160 characters) summary of who you are and what you are all about.  (Check out a few examples: @pozasalon, @beautyscientist, @BecciRenfro).

Your ‘More Info URL’ (web location)

A link to a website, Google Profile or someplace on the web where people can learn more about you.

Your location

This is info that helps people know where you are geographically.

Protect Your Tweets?

I understand caution on the web, but protecting your tweets is a roadblock where people cannot follow you until you have approved them.  Personally, I most often bypass folks who protect their tweets.  Too much extra effort and too little time.  I’d rather have folks follow me easily.  I always evaluate them before following them back anyway so why block possible opportunities.  I can always unfollow and/or block.  It’s always my option … always your choice.

Creating your own Twitter Background  (Not mandatory.)

This is a ‘nice to have’, not a must do. When you get to our Twitter page you see our own background creation, not one of the standard pages provided by Twitter. Like I said, not mandatory, but an opportunity for you to share even more about who you are and what you do with your Twitter visitor. If you have time to spare and want to create your own, try these web resources..

• Mashable’s good info
• FreeTwitterDesigner
• Newbtech’s helpful page
• Create a background with PowerPoint

Who Should I Follow?

Our next post in this Twitter series will delve into this topic at greater length, but let’s start you out with some ‘quality’ follows right now.  Here is a ‘starter’ list of some interesting people & businesses, a few generic , and an assortment of beauty industry related ‘tweeple’ who are good examples of good Twitter citizens.

Note: For the moment, don’t bother following every Tom, Dick, or Harry social media ‘expert’ just to build followers, unless all you care about is having lots of followers.  You won’t believe how many ‘experts’ wants your eyeballs and your money. When you’re through these first couple of posts and have spent time poking around Twitter on your own, you’ll know who’s who.

Non-Beauty Industry Follow Suggestions

• @chrisbrogan  (Good social media info and more).
• @problogger (Good social media info [Also has the best Twitter blog I know at www.twitip.com).
• @copyblogger (Good writing info).
• @microgeist (Interesting stuff, sorta techy, but not too).

Beauty Industry Follow Suggestions

• @beautyjunkies
• @beautyscientist
• @BecciRenfro.
• @becomegorgeous
• @BSDiva
• @dwightmiller
• @everydayhair
• @haironthebrain
• @HairsHowMag
• @hairstyle_tweet
• @HelloBeauty
• @imagosalon
• @misssalon_usa
• @modernsalon
• @newbeauty
• @pozasalon
• @rebekah_king
• @RobinGribbin
• @salontoday,
• @sharonandalex
• @thebeautybrains

Tweetdeck Alert

Even though Twitter tools is part 3 in the series, I can't. leave you now without suggesting that you download and begin to use Tweetdeck to help manage your Twitter time. For me, it is one of the easiest way to work with Twitter. There are many other options to come later. You will need to download and install Adobe Air first though. Just follow the instructions on the Tweetdeck website. Well worth the effort.

Update to Post:Excellent Video from Darren Rouse

• Twitter Tips for Beginners [VIDEO]
• Timing  Your tweets (A short read)

It’s 40 minutes and quite complete. Grab a drink and relax. Worth it.

That’s it for Part 1.

• Part 2 – Followers & Following
• Part 3 – Twitter Tools Make Life with Twitter Easier (future post)

How Are You Using Twitter?  Share with Us in a Comment.

IF YOU LIKED THIS ARTICLE, PLEASE SHARE IT!

Chris Brogan (@chrisbrogan on Twitter, and chrisbrogan.com on his blog), is a person we suggested you follow on Twitter in our recent Twitter blog post . He just tweeted a very hot idea he found on Mr. Tweet (don’t ask…we’ll explain later). Within hours it’s been retweeted over 200 times by others who think it’s a cool idea too. We suggest you hurry before your competition grabs it and decides to run with it.

If you’re creative (and we know you are), you will take this and ‘play’ with it in your next salon/spa meeting with your staff.

Topic: How can this concept work to heat up our client base … and our local newspaper and/or magazines at the same time?

I can’t even imagine a local newspaper/magazine writer not finding this story fascinating as a cool lifestyle tidbit at the very least. Frankly, I’ll bet several smart freelance writers are already licking their journalistic chops to use this as a piece of trend story for a national pub.

I can just see your tweets now. “@yourclientname I’m running 10 minutes behind. ” – Let ‘em know so they don’t sit around.

I can see your clients’ tweets now? “@yoursalonname Can you fit me in this afternoon?” – Make appointments.

I can just read your news release now. “Spa Clients All ‘A-Twitter’ Scheduling Appts at YourSpaName”

Read it and let your thinking go.  Report back and let us know what you do with it.

Who’s going to take a crack at doing something with it? Comment and let us know.

When you comment on this post, don’t forget to check the “Notify me of follow-up comments via e-mail ” box.  You can follow the conversation without returning to the blog.

If you found this article useful, get a free subscription to BeautyPRpro. You’ll receive a FREE copy of our ebook, “Life-Changing PR for Salon & Spa Owners” and receive each article post minutes after it hits the blog.

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I’ve been a fuddy-duddy (Bet you haven’t heard that word in a while).  I first heard about Twitter well over a year or so ago and my immediate reaction was, “puleeeze … another texting toy” having nothing to do with salon, spa or beauty pr, and gave it no more thought than that.  I didn’t see the gathering storm.

While watching TV in the evenings, I spend an hour or so on my laptop frequenting PR and blog related websites and blogs ‘intelligence gathering’ trying to stay abreast of the latest-greatest.  Last year, I began to see an increasing number of comments, posts, and references about Twitter.  First only a few, then a steady stream, and recently, a torrent of thoughts and comments on the virtues of Twitter.  The comments were from highly respected people, marketers, companies, and business magazines. Hmmm. What have I missed.  As I read, I began to grasp what Twitter brought to the table for us ‘grups’ (an old Star Trek reference: grownups) … it brings “Value”.

Panning for Gold

Latest estimate is that over 4 million people are now following Twitter’s masthead instruction, “What are you doing”?  Personally, I like the question, “What has your interest”. The numbers of users has increased almost exponentially since spring of 2008 … from 1 to 4 million.  It’s a true web phenomenon.  It’s certainly not texters anymore.

Yes, there’s a lot of silly stuff being twittered about like, “I’m eating a peanut butter sandwich” or, “I’m headed off to watch television now“, but now there is also a large population of remarkable, intelligent, and interesting people with great expertise, sharing things you do want to know about!.  They are not answering the question ‘what they are doing … they are telling you ‘ what has their attention‘.  So, as in every other aspect of your life, you simply ‘pan for the gold nuggets’, bypassing the boring and ‘following’ those that offer value to you.  Who you follow and ‘unfollow’ is up to you.  I follow people for a week or so, sample their tweets and if they are tedious, I’m gone.  I’m looking for ideas and information I can adapt to our business and that has value to share with you.

A Very Short History

The early Twitter users, in 2007, were the cell phone texting crowd.  After Twitter tweaked its interface to allow users to send and get messages without using a phone number through instant messaging services, it then developed its own website interface . . . and that is when the world changed.

The blogging community picked up on Twitter and began using it as a micro-blogging platform.  They found Twitter could help them grow their blog readership.  Much more than answering the question, “What are you doing?” they offered short (140 characters) provocative and intelligent thoughts that often contained a link back to their own or someone else’s interesting blog entry.

Two excellent bloggers, Chris Brogan and Guy Kawasaki, are a great place to start ‘getting’ Twitter.  Follow them and they will lead you with a wealth of thoughts that expand your thinking and to places you would not have thought to go.  Here’s what one new twitterer discovered as he was trying to figure out this Twitter thingie.

New Ideas and Innovation = Newsworthy

In the salon and spa business, to get the attention of the press we must ‘innovate’.  We must be more ‘interesting’ than the next guy.  Don’t expect an editor to find you and your business newsworthy and worth talking about to their readers if there isn’t something ‘remarkable’ about you and it … something out of the ordinary.  Twitter is LOADED with ammunition to spark your thinking and creativity.  It’s also loaded with people trends.  It’s the place to find out where people are moving before the magazines pick it up.  You can be the salon or spa that is ahead of the wave telling your clients about a trend before it appears elsewhere.  What’s that worth?

So Go Explore Now!  (First steps … inspired by Chris Brogan’s 50 Ideas for using Twitter for Business)

1.       Start by following sharonandalex and seeing a few of those we have elected to follow.  You can always ‘unfollow’ someone if they get to be a bore.  We do. (No … This wasn’t Chris Brogan’s first suggestion ).

2.       Build an account and start using Twitter Search to listen for your name, your competitor’s names, words that relate to your space.  (Listening always comes first.)

3.       Add a picture.  (See our post “Show Yourself!  – Get a ‘Gravatar’”).  We want to see you.

4.       Talk to people about THEIR interests, too.  I know this doesn’t sell more widgets, but it shows us you’re human.

5.       Point out interesting things in your space, not just about you.

6.       Share links to neat things in your community.  (@wholefoods does this well).

7.       Don’t get stuck in the apology loop.  Be helpful instead.  (@jetblue gives travel tips.)

8.       Be wary of always pimping your stuff.  Your fans will love it.  Others will tune out.

9.       Promote your employees’ outside-of-work stories.  (@TheHomeDepot does it well.)

10.   Throw in a few humans, like RichardAtDELL, LionelAtDELL, etc.

11.   Talk about non-business, too, like @astrout and @jstorerj from Mzinga.

More good info on Twitter at http://socialmediatoday.com/SMC/65750

Who Have You Found You Think We Should Follow?

• Share your experience with Twitter.
• What good ideas did you find that can work for others?

Follow us on twitter at ‘sharonandalex‘

When you comment on this post, don’t forget to check the “Notify me of follow-up comments via e-mail ” box.  You can follow the conversation without returning to the blog.

Alex, Sharon & Tate

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