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Social Outbound Engagement and the Beauty Industry

By: Nate Myers and Ron Robinson
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

page 5 of 11

All of the studies previously cited lead to two conclusions:

  1. American beauty consumers are spending much more time online and on social media sites than ever before.
  2. Social media has become a dominant influential channel that impacts consumers buying behavior.

Are today’s beauty companies keeping up? A look at the top 10 beauty brand owners today indicates the activity on Facebook and Twitter, two of the most popular social media channels.

Of course, establishing a brand presence on Facebook and Twitter is just the first step as far as social marketing is concerned. Let’s call it Social Marketing 1.0. And while there has been some anecdotal success of effective social marketing within the beauty industry, there has not been widespread adoption of a comprehensive social marketing strategy tied in sufficiently to ROI. Just as brands have progressed from traditional to online marketing, establishing brand websites, incorporating e-mail into their customer relationship management (CRM) systems, and providing e-commerce capabilities, so too do they need to evolve to the next stage of social marketing: Social Marketing 2.0.

What is Social Marketing 2.0 for the beauty industry? In a phrase, it’s social outbound engagement. It’s more than simply achieving an arbitrary fan base or specified number of posts by year’s end. It’s comprehensive marketing designed to foster dialogue with, and among, your loyal consumers of today and your loyal consumers of tomorrow. It’s reaching out beyond your official brand channels; it’s reaching through communities and influential players in the online landscape of today. It’s integrating social marketing in with your online and traditional marketing efforts, and utilizing metrics that culminate in high ROI. It’s adhering to the 10 best practices for social marketing.

Best Practices for Social Outbound Engagement for the Beauty Industry

Think for Two

The first step for an effective social outbound engagement strategy is to recognize that you have two broad consumer groups, each of which necessitates its own strategy to effectively leverage social media.