Twitter For Salons: Case Study @EdrisSalon

The only piece missing in the Twitter for Small Business series (Part 1, Part 2, Part 3, Part 4, Part 5) is a case study of small businesses with current Twitter accounts.

It is not easy to find small business accounts on Twitter thru the native Search function. Those at the top have thousands of followers or someone famous in the thumbnail photo. Edris Salon has incredible potential to blow the competition away if they utilize what is working and dispose of what is not.

Who are they:

“A chic NYC salon in the Meat Packing District.”

Set up:

  1. Bio is short and sweet with its location and naming exactly what it is. It includes the geographical positions for the location with an iPhone tag and a website link. The link sends viewers to a page saying, “Sorry. You have found a page that does not exist.” It is a part of the website (that does exist), but the link was added incorrectly. Remove the iPhone “location,” and add in the correct link to the website. The gorgeous website should be shared.
  2. The profile picture is a photo of the backside of a woman’s head/hair. It is dark and difficult to see in the thumbnail view. Edris has a great bright red logo. It should be utilized so followers know exactly what it is floating down their timeline. Make it easy for customers to recognize the brand, always.
  3. The background picture is better than some, but much worse than others. It is a picture or shape repeated continually in small squares. The biggest problem with the background is its disconnection with the salon’s website. If a customer came to the Twitter page and then went to the website, they would assume it was two different businesses. ALL online sites should be designed similarly. The logos, colors and pictures should correlate so customers/followers always know what they are following. And with such a great website, Edris is missing out on being aesthetically pleasing in two places.

Timeline Action – One day:

  1. They have one tweet about a stylist being out of town in August that tells followers to book now. It is admirable to forewarn followers/clients and to issue a call to action, “schedule your appointments TODAY.” But the next tweet is confusing because it says Edris will be away 7/20 – 7/30. Since this is the Edris salon, if I was a new customer I would be puzzled over who was leaving and if anyone was still there. Be concise with news tweets.
  2. There are no other tweets for this day. Twitter is about continual interaction and it takes popping up on a consistent basis to get followers to notice. There are unlimited ways to harness the power of Twitter for a salon, but first they must tweet.

Timeline Action – One week:

Due to the low number of tweets, this account was judged over the period of a month.

  1. The good news is they have many calls to action in their tweets. CTA tweets will engage followers, but first there has to be interaction. And since there are only 4 interaction tweets throughout the entire month, no one is listening. Plus, the four interactive tweets were concerning a mention in Elle magazine. If they want followers to interact, they must start the interaction. Do not wait for people to tweet – start the conversation by saying hello, ask them which salon they go to, what products are their favorite, and on and on. Calls to action do nothing if no one is listening.
  2. There are a number of tweets with multimedia additives, but those tweets are rarely labeled as such. Some are even the standard, “I posted a new photo to Facebook” with a link tweets. Edris’ Facebook fan page is hooked up with the Twitter account, but these shares are dull. Talk about the picture, describe the picture – make followers want to click on the link. Edris’ energy should be flowing from its tweets to its followers.
  3. There are zero community tweets. Similar to Quartino, they are missing out on a huge market by not becoming a resource for their community and showing some love to other businesses. The meatpacking district is literally packed down with splendid businesses and events – and Edris should be tweeting about it.
  4. Content is sparse. There is no way this salon would get my attention on Twitter. As a former stylist, the industry is very familiar and salons should be inundated with industry info, insider tips, before and after pictures, videos of events and salon coolness to share with followers. Take the opportunity to share business culture and let followers know who is behind the name.
  5. The month’s total numbers are: 0 RT’s, 1 Question, 16 regular tweets, and 4 interactions.

Overall:

It blows me away to see fully capable small business social media accounts that are managed in a half-hazard way. Edris boasts a beautiful website, was mentioned in Elle magazine for being a superb salon (congrats, by the way), but we have no idea what Edris salon is about.

Come on, Edris – play a real round of Twitter with us, we know you’ve got it in you!

In conclusion

Case studies are cool because they offer us all a chance to learn from what others are doing. Edris salon is doing very well and only need to adjust a few things to hit perfection.

Well, what do you think? Did you learn anything? Do you agree with my suggestions? I would love to hear what you have to say!

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