Tag Archives: beauty salons

Instagram #shopfrontsofLondon June 2016

Setting up shop as a small business? That’s great. How’s your social media looking?

Like every good meme, the one about the English being shopkeepers lives on because there’s truth in it. Napoleon (or Barère) may have meant it as an insult. But that’s ok, the modern day English/ Brits (in all our diversity) have embraced shopkeeping with open arms. We now own the s-word.

From pubs to tea shops to books, it turns out that running a shop is the number one dream career for UK citizens. Because, let’s face it, who can resist a nice-looking shop? There’s something reassuringly familiar about the carefully arranged shelves, well-chosen products and politely disinterested service.

But what we really want is those elusive freedoms (that have been at the heart of the current heated Brexit debate): independence and autonomy.

Not only do we love the idea of shop-ownership, the UK Government is happy to put shopkeeping firmly at the centre of its economic strategy.
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Beauty and the (social) beast: why do salons struggle to get social media marketing right?

Spa Accents by Karl Cossio

According to latest research from Habia (the government appointed sector skills body), seventy per cent of UK beauty salons use some sort of ICT in running their business. The vast majority of salons who use a computer use it for their company website (77 per cent), for Facebook (73 per cent) and/ or for Twitter (27 per cent).

Marketing and promotion skills are cited as the number one priority in terms of skills business owners would like their staff to have (68 per cent of business owners), but most salons don’t have any kind of training plan or a training budget. I’m taking a wild guess they don’t have a social media marketing strategy either.

I took a sample of ten independent beauty salons and used Brandwatch to track how they performed on social media over one month. The salons are spread across the UK so aren’t directly competing with each other – but I wanted to get a UK-wide feel for best practice – to find who has the best share of voice on social, if you like.

Here’s what I found…

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