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Leveraging Social Media to Grow Your Beauty Brand

By: Donna C. Barson
Posted: October 5, 2009, from the October 2009 issue of GCI Magazine.

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Maintaining all of the online networks is another challenge Hogg faces, but the mix of social media outlets has helped her appear higher in Google searches.“Putting up a Web site and [participating in] social media is a lot of work and requires maintenance, and I think some people new to business think, ‘I have a Web site, a logo, a newsletter, a Facebook page, a My Space page, etc., I am going to get overwhelmed with calls and contacts.’ Not true, you have to work those social media outlets to get out there and to the right client.” She says the key is to have a professional page and a consistent branding message and design across the board.

That’s absolutely true. You can tweet all you want and offer valuable content on your status messages, but without a solid image online—and typo-free content—you won’t come off qualified. And that’s key to presenting yourself as a business. Even in the land of quirky tweets and status messages, your business needs to stay professional—no matter how many sales you get directly from using social media.

Donna C. Barson, MBA heads Barson Marketing, Inc., a marketing strategy, research and business consultancy in the personal care industry. For information about Barson Marketing and its proprietary tracking method for this industry, e-mail barson@barsonmarketing.com or call (732) 446-3662.