This is part four of a four-part write up of a presentation prepared for the women of the American Business Women’s Association (ABWA) – Jessamine Chapter. The businesses and social media examples featured are those that I felt are most relatable and approachable.

By Ashley Thiesen Caldwell
www.TheModernConnection.com

The Clipper Club is a unique barberspa on James Island, SC that caters to men only. It is a small, one-woman shop owned by Lori Bush.

Under the direction of The Modern Connection, The Clipper Club started using social media in October of 2009, just shy of its fourth year in operation. Business had slowed down due to the economy, and traditional advertising methods were no longer working.

We took Lori’s best assets and showcased them online. We created a Facebook fan page and a Twitter page that really allowed Lori’s magnetic personality to show. Lori’s focus is on building relationships with potential clients, which, along with superb services, is a main attractant for customers. People do business with those that they like, and, in Lori’s case, being likable is one of her best qualities.

Along with relationship building, Lori wanted to overcome the negative stereotype that barberspas are too feminine. In an effort to show that regular, “manly” men often pamper themselves with her luxury services, she started posting photos of her happy clients.

Lori also offers a monthly giveaway to a “service” type man (like a firefighter, veteran, active duty military, etc.), which is promoted through her social media sites. This doubles as a way to get a new person into her shop and also allows her to give back to the community, which is something she really cares about.

Lori saw immediate results with her social media activity and is continuously gaining new clients and recognition online. To date, she has 20 new clients who found out about her through Twitter. Her online reviews are happening more frequently, and some of her clients have even featured her shop in their blogs or personal Web sites. Lori credits the use of social media as the reason why her business is once again booming.

What We Can Learn From The Clipper Club

1. Be genuine and care about your community of people – Lori sincerely cares about her clients, and it shows. She builds relationships with people, which is why her clients choose her over another barber.

2. Highlight your best features and assets – Know yourself, your business and your brand well enough to be able to pick and choose what works for you.

3. People like freebies – I hate to repeat myself, but featuring some sort of giveaway or special will get people talking.

4. Consistency is key – It’s not good enough to just join social networking sites. If you’re going to do it, do it well … and do it often. Maintaining regularity helps with building trust, relationships and your online network.

About the author: Ashley Thiesen Caldwell is the founder and owner of The Modern Connection, LLC, which is an Internet marketing business with a social media focus based out of Charleston, SC.

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