How social media could transform your barbering business – part 2

HJ Men spoke to key barbers in the social sphere to find out what social media channels they’re using, the tricks for building online engagement and how often to post. In the second of a two part series, we discuss how Facebook can transform your career and business. The business tool While Instagram is great for visual inspiration, Facebook is often seen as the go-to for building a business. With just a few clicks you can ensure every man within a 50-mile radius knows your shop is the place to go for a haircut or shave. Target your email list by creating a customised advertising list and offering exclusive deals. “An organised Facebook business page allows you to put together simple adverts that target specific demographics based on age, gender and even geographical locations,” explains Tom Chapman (@tomchapman_tcxhd), owner of Tom Chapman Hair Design. “I work in the Forest of Dean, which is kind of in the middle of nowhere, but social media keeps the community engaged.” It has reduced the distance between big cities, small towns and quaint villages. “You can also host competitions aimed at getting customers to interact or offer discounts when they next visit your shop,” adds Tom. Making connections There’s a reason it’s called social media, it’s all about making connections. Follow and engage with people you respect and tag brands that you have used to create your looks. As Jarred says: “There’s nothing like getting a follow or positive feedback from the people and brands you admire most in the industry.” It's also great for interacting with customers and getting your message out there. “Word of mouth was key in the early days of my career, but social media has boosted my platform in a way that allows my reputation to spread faster and wider,” explains Mark Maciver also known as Slidercuts (@slidercuts), who is a barber at D&L’s barbershop in London. “Now, I have customers from all over the world. They come to get their hair cut because of the reputation I have built both online and offline.” Balancing act If you are struggling to regularly update your social media channels, why not ask your clients to do some of the work for you. After all what could be more suited to our ‘selfie culture’ than asking clients to take a picture of their new look? Don’t forget to ask clients to tag you and your shop in the post – you could design posters with your social media handles and place them around your shop as a gentle reminder. It is time consuming to engage with online followers but Tom believes it’s worth it: “I always make sure I spend some time interacting with my followers – personally I like to spend 30 minutes each day commenting, liking and messaging.” All of the barbers HJ Men spoke to agree it’s crucial to create a balance. “Social media can become a job in itself,” Cal cautions. “The most important people are the clients who sit in your chair. It’s easy to get carried away with the whole social media whirlwind but it is your day to day customers that pay the bills so it’s fundamentally important not to forget them.” Where to post? Tom Chapman reveals the social media channels he uses and why… Instagram: This is my online portfolio and I think of it as my business card – it’s about attracting new clients by showing what I’m about at a glance. Facebook: I interact, share, connect and network with clients, family, followers and others within the industry. I also use it to promote offers and events at my shop. YouTube: I vlog my travels and adventures, mostly for myself but it gives people an idea of what I get up to and what opportunities this industry can deliver. Twitter: I use it to interact and connect with those who I may not be able to find so easily on other channels. My top tip is to engage with #hairhour on Wednesdays at 8pm. LinkedIn: This is a strictly professional form of social media to share what I’m doing in terms of business and learning new skills.