I conducted a Social Media Analysis for Inner Glow Day Spa over a 3-month period in 2020.
At the time, the spa had a slow growth rate for its Facebook following. Although the spa is located in Grapevine, Texas, there were zero to few page fans or followers who actually lived there.
The biggest challenge the spa faced was a low engagement rate from organic and paid posts. This resulted in no generation of sales or leads to new clients — OUCH!
The owner described her business to me as "A single suite day spa tucked inside Salon & Spa Galleria Grapevine. Perfect blend of relaxation and customized facial treatments to target concerns while also leaving you relaxed."
This statement did not align with the spa's About Section on Facebook. I recommended using the above description (adding that the spa is located in Grapevine) instead of information about purchasing gift certificates. This will help boost search engine optimization so potential clients can find this business easier when searching for spas in Grapevine. The owner can also create a shop on Facebook where gift certificates and other items can be purchased. The email was also invalid, making it hard for potential customers to reach the spa.
The spa's top usage aligns with Facebook's overall usage, leaning more toward women but in the 35-54 range. According to the U.S. Census, there are 53,976 people who live in Grapevine where the spa is located. Grapevine was not one of the top cities where IGDS's fans live.
I also took a look at the spa's engagement rate, total social media reach (how many people saw a post at least once), what posts were performing the best and worst, hashtag analysis, and what content was successful for local competitors. Based on the entire Social Media Analysis, the recommendations I made were:
Updating the "about me" section.
Sending mobile ads using a geofence service.
Using less hashtags.
Posting when the spa's audience is most active.
Sharing content from others such as reviews or trending topics in related field.
Asking more questions to boost engagement.
Results of the Audit
"I run a small spa business and social media is pretty important in finding new clients and advertising. Jessica was amazing at showing me ways that I could improve my reach to new prospective clients. She went above and beyond and I’m still seeing results from the things she found when analyzing my social media!" — Kym, owner of Inner Glow Day Spa