Posted: August 20th, 2013 | No Comments »
What Posting Frequency Works Best on Facebook and Twitter?
If you have a business listing, this is an important issue that is very important due to changes that were implemented at Facebook and Twitter recently. We are reviewing this at the school now. We have many Facebook pages and they are linked to Twitter as well.
A year ago the professionals were advocating posting hourly so you would show in the news feed when people were on. The logic was that people only see a small amount of the traffic. But then Facebook and Google changed their parameters for what is called the “surfacing” formula which is what determines which things you see and which ones are buried.
Less is Now More, Again
Now it’s all about Engagement. The higher the engagement, the higher your posts will rank. The following articles add some interesting insight to the discussion.
Discounts Are King on Social Media
One thing that is indisputable is this: The number one reason people will go to your professional page is if they can get discounts or free stuff.
Key Points to Remember
- Decide what the purpose of your page is all about. What are you trying to accomplish?
- People don’t care as much about what you are doing as you think they do.
- People are busy and don’t want a lot of excess information, but they are willing to engage if it brings them value.
- What is your Value Proposition?
Given this short list, here are my recommendations for people in the spa, salon and health industry.
- Set up your page so people have a resource for checking on appointment availability, particularly if they get a discount by using your page to book sessions. You can tie it in with your booking software which I hope you are all using at this point.
- If you are posting openings or daily discounts, post each morning. Posting it so they have to engage in the post to get the discount is a way to increase engagement which is a very important thing to do.
- If you post more than one post a day, make sure that there is a very good reason and that there is a high likelihood of getting good engagement on both posts.
- Unlike other products or brands who are attempting to increase their visibility and have complex SEO campaigns, your goal should be to create a place for people to get specific information related to what you offer.
- If you sell products, you may ask your followers if they have a product they recommend or if they have feedback on a product you are considering carrying. Or if you are thinking of opening a new time slot, like Saturday mornings, and would like to find out who would be interested, you may get some engagement on these questions.
- If you are learning a new technique you may want to post it to let people know or ask if they have had it and what they think of it. You can also check beforehand to see if they have particular types of services that they would like to see you include.
- Use the Page analytics to see what see what is getting the best response. Keep tuning your strategy to increase the level of engagement. Comments and Likes are your friend for being seen by more people.
- Posting platitudes and puppies is probably not a good idea.
- Posting personal stuff also has limited value unless you are the product (musician, actor, celebrity, etc.).
The search and social companies have one thing in common: They are trying to make it so the content is relevant to what the audience wants. If you post just to get noticed but there isn’t much value, you will fall in relevancy. If you are posting something of true value your relevancy will increase. So focus on giving people what they really want and you will do well, no matter what changes the companies make to their products.
Posted: August 9th, 2013 | 1 Comment »
A graduate recently posted a great question in the Facebook, Spa Tech Career Builders about the value of APTA, RPP and BCPP in light of the fact that Polarity Therapy is still relatively unknown and the view that the APTA has done little to promote polarity.
The acronyms stand for American Polarity Therapy Association (APTA), Registered Polarity Practitioner (RPP) and Board Certified Polarity Practitioner (BCPP). The BCPP is an independently administered certification exam that measures minimum competency to enter the industry and call yourself a RPP. The purpose of having an independent exam is to create a level of credibility that other organizations, most notably insurance companies, a credential that justifies authorizing insurance payments for the services. The insurance companies need to justify what they cover and this is the way they have chosen to sift out the thousands of options that exist.
The question is, why is this valuable when APTA has done little to make polarity a household term? What value does it have to clients if they don’t even know what polarity therapy is? And why pay the money to get certified and registered?
This is a core debate that has been raging in the APTA for 2 decades. There are those who see the value of regulation and others who are against it. And it’s a fact that the organization has remained small because of this debate and the direction that the APTA has taken. It’s much easier to regulate than to promote. At the same time, without good research to back up the work, it’s harder to promote. So the organization and the industry finds itself in an awkward position.
The lament of many new practitioners is: I know this fabulous work but nobody knows what it is. It’s true that it is not as widely known as massage, reflexology or reiki. It takes time to gain recognition and polarity is relatively new compared to massage and reflexology. Reiki has the distinct advantage that the very small amount of training required to call yourself a Reiki Practitioner has opened up the field to a large number of people who do the work.
But the biggest issue with Polarity is this: Doctor Stone developed the work, shared it with a few people, and then moved on. Other methods that have gained prominence have usually had a founder who promoted the work for an extended period of time. With polarity there have been practitioners who have adopted the work but there is yet to be a person who has stepped forward with the authority and power to promote Polarity into a brand. And more often than not, the strongest leaders in the field have moved on to promoting their own work which is often an extension of polarity therapy.
That being said, Nancy had a full-time practice with a 3 month waiting list as early as 1983. That was 30 years ago. Polarity was completely unknown at that time. A posting by one of our polarity students on Facebook last week was that he had just gotten 6 new polarity clients. I only worked on men and my part-time practice was full with a waiting list in 1989. This was without APTA, RPP or any other credential. So at the end of the day, a full and thriving practice hinges on one key factor: How well you market your practice, both before, during and after the session.
But What About the BCPP?
But on to the BCPP and RPP. The key is this: With the new Affordable Care Act (Obamacare) there are opportunities being created for alternative care as well as problems that are going to push more companies into self-insuring. One company that’s ahead of the curve is Parker-Hannifin, an international company with a very forward thinking CEO. As part of their self-insurance program they focus on self care, prevention and education. This has opened up opportunities for practitioners that have taken a national certification exam in their profession. It still requires the individual to market themselves internally to the potential clients but once the employees have chosen their alternative therapies, the company reimburses them for their sessions. This can only happen with modalities that have national certification.
Thanks to some very forward thinking and hard working people in the APTA, the organization has developed the national certification exam process for polarity that has opened up these doors. The exciting part about it is that Parker-Hannifin is keeping very good tracking statistics and finding a very high value to working with alternative therapies. These results will likely be the supporting documentation that drives the insurance industry well into the future.
The key to the future for individual practitioners is to understand that you must earn your place in the world as a care provider either through working for a company who markets you or by doing your own marketing. Your attitude, demeanor, enthusiasm and dedication is what will define your success. Some people are succeeding while others are not which demonstrates that success is possible if you do the right thing. Many people who are struggling blame the industry instead of understanding that they have to learn more about marketing their practice. If you are an independent practitioner you must be good at marketing. There are no alternatives.
Additionally, the thing that will move the profession forward is completely dependent on the actions of each individual. There will be some who take on the challenge of elevating the profession and others who wait for others to do it for them. It comes down to a simple personal choice: What is your mission and how are you going to execute it?
Whether you choose to take the path of getting credentials that open additional doors to work or decide to work independent of any reimbursement structure, it’s possible to have a successful practice either way. But it’s important to understand the importance of marketing and then learn everything you can about how to market your practice. There are a lot of resources available on the professional websites as well as through the school. The biggest challenge is to embrace the time and energy that goes into marketing, particularly if you have a block to marketing yourself or your practice.
As always, we recommend RYSE or ARYSE to help move beyond blocks and to move into your success. That’s what it was made to accomplish.
Be courageous and change the world.
p.s. Are you looking to learn more about marketing your professional practice? There’s a lot to learn. Let us know your questions.
Posted: March 18th, 2013 | 1 Comment »
Does Anyone See Your Facebook Posts?
It appears there has been a shift in the Facebook “surface” formula that is good to know if you want to build your social marketing effectiveness. The “surface” formula is what Facebook uses to determine what surfaces on your news feed and what remains hidden. Understanding the formula is critical to having your Fans actually see what you post.
Mark Zuckerberg recently stated that he wanted the Facebook news feed to become the news media of choice for members. I think Facebook has seen erosion as people get tired of seeing what people had for lunch or cute pictures of puppies or inspirational sayings. To combat this Facebook must maintain relevancy or lose viewers.
As of the past week here is what we have seen happen with the activity on our postings.
- Video is getting the most views of anything. Facebook found that people are more likely to click on videos than anything else so they are making that the driving force of content.
- Posting links from articles that are relevant to things that your fans follow is getting an increase in views. It appears that there are also considerations for the publication it comes from and how much it has been getting shared on Facebook by other users.
- Posting links from blogs is the next highest activity level. Having a blog as well as posting links to articles from other relevant blogs will help your posts get seen.
- Photo albums seem to get slightly higher viewing than individual photos.
- Events are important for staying connected with your existing fan base but the viewing is hard to determine.
That’s what we are seeing now. It will probably change in 3 to 6 months as they adjust the formula based on how people respond. I will continue to post when I see changes.
Keep up the good work.
Kris Stecker, President
Spa Tech Institute, School of Massage, Polarity, Aesthetics and Cosmetology.
Posted: January 10th, 2013 | 3 Comments »
This week the Patrick administration submitted a proposal to change some aspects of the Division of Professional Licensure to streamline certain areas as well address some fee issues. The intention is to make it easier and less expensive for small businesses in the state. The changes can be seen at the Governor’s website.
A few of the most important changes affect massage license fees as well as barbering, cosmetology and electrology which will now all be under one board. The change in the fees for massage are not yet delineated but this is the time for all massage therapists to get involved to push the board to advocate for the renewal fee to be reduced or the interval for renewal to be increased. The Board of Massage information on meeting schedule as well as agendas are posted online.
Some of the meeting is open to the public and some is closed. But it’s possible to request public discussion on topics that are important to the massage community. The reality is that very few people attend board meetings. Whether people believe that their professional organizations are involved (usually through a lobbyist) or other people are taking care of things, the bottom line is that if you don’t get involved then you can’t complain if you think the fees are too high or the regulations are misguided.
That’s why if you belong to a professional organization it’s also good to make sure that they are watching out for your interests as well. In Massachusetts, for instance, massage practitioners are paying much higher and more frequent fees than other professions pay but to date, there has been no visible activity by the professional organizations that represent massage to lower the fees.
Since the current proposal came from the Governor, there will be a lot of focus by the various departments in the state to move it forward. This is the time to renew your involvement and push both your professional organization and the Board of Massage to advocate for a more reasonable fee structure.