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Learning Social Media’s Lessons

By: Katja Bartholmess and Ron Robinson
Posted: August 31, 2011, from the September 2011 issue of GCI Magazine.

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Women are very passionate about their hair as it can make or break the confidence for the day—it’s called “Bad Hair Day” for a reason. Women also simply love to see different hairstyles and learn how to recreate them at home.

This is a category where celebrity tie-ins can prove to work wonders on raising the levels of engagement. Since women take magazine clippings to their stylists, video tutorials on how to recreate the updo an actress wore during that award show will likely be widely commented on and shared.

Q&A sessions, preferably broken down by hair concern, are also a good idea. For example, management of curly hair is a huge topic right now. Video tutorials are a great vehicle to educate consumers on the best hair care ingredients and allow for personalized recommendations.

Fragrance is different from other categories because consumers can’t access the most prominent feature of a fragrance through social media channels—its scent.

Therefore, this category could benefit from brands that truly strive to create an experience and a world around a scent. Why not try to incentivize consumers to share stories or post photos that they feel represent the fragrance they love?