Let’s face it: the past couple of years on social media have been rough. From coworkers to neighbors to relatives, everyone seems to have an opinion on what’s been happening in the world. I’ve seen entire relationships dissolve within an hour of a venomous back-and-forth on Facebook. That is why I feel completely comfortable in saying the following: Under no circumstances should your spa take a stance on religion, politics or any other controversial topic on social media. Period.
The “voice” of a business on social media — be it a spa, boutique, restaurant, or manufacturing plant — is far different from the voice of an individual using social media. A business’s voice is pleasant, friendly, educational, welcoming and neutral. The voice should appeal to the largest demographic possible. Polarizing posts can often make potential (or worse, current!) clients feel uncomfortable or unwelcome, and may cause them to take their business elsewhere.
For example, I once saw a consignment boutique post “Jesus is the reason for the season!” during the holidays. This sentiment probably wouldn't raise any eyebrows if posted by an individual on their own timeline. But when it’s posted under a business’s social media account, it immediately establishes the business as having a particular religious affiliation, whether that's true or not. For clients who don’t hold the same beliefs, this can be isolating and off-putting. Why would they frequent a business where they worry about being judged?
Another example that comes to mind is a local auto shop that posted a lengthy 9/11 diatribe remembering those who lost their lives and condemning the terrorists — and their country of origin's people. Yes, 9/11 was a devastating event, but does a business need a highly politicized post that has anti-Muslim overtones? Not at all. Based on the comments left on the post, all it did was ostracize a large group of the general public and cost the business an untold number of customers.
So what should you be posting about on your spa’s social media? This part is easy! There are tons of topics, none of which are controversial or divisive, including:
Weekly specials and upcoming holiday offers
Photos of your beautiful spa’s interior, treatment rooms and services
Posts about the skincare and other product lines your spa carries, as well as client education on how to use those products
Photos your clients share with you
Client before and afters
Cross-promotion posts for other local businesses
I’m a big believer in better safe than sorry. If you’re thinking about posting something on your spa’s social media pages that could possibly court controversy or be taken as a stance on one side of an issue, step away from the keyboard. It’s not worth risking your business’s reputation.
One final thought: If you or your employees’ personal social media pages are public, it might be worth it to encourage them to change their privacy settings or do a mass cleanup of their timelines. If a client happens to see posts by someone affiliated with your spa that leave a bad taste in their mouth, they may not bother to come back.