The Dos and Don’ts of SOCIAL MEDIA

Whether you’re TikTok obsessed, Instagram addicted or a shunner of all socials, there’s no denying the power of the platform. Here’s what you need to know, courtesy of Casey Coleman

One viral post could change your career. A solid strategy could win you dozens (if not hundreds) of new clients. The perfect capture could lead to priceless industry opportunities, catch the eye of a hairdressing icon or even win you awards.

If you are a regular user of the biggest social platforms, you’ll likely be familiar with Casey Coleman (or @caseyc_hair, if we’re talking handles). Or at least 95K of you will. In two years, his social following has grown from under 5000 across both Instagram and TikTok to over 95K. Most recently, he was crowned Social Stylist of the Year at the British Hairdressing Business Awards, in recognition of his ability to use his platform to create a conversation and to vocalise so many of the highs and lows we encounter as an industry.

Casey has carved out a clever niche with his platform, educating clients and talking directly to his fellow stylists and his tonguein-cheek videos see him dress up in multiple guises, playing the role of hairdresser, manager, client and more.

With multiple viral videos to his name, who better to share the secret to building a strong social following AND making it work for your business. We sat down with Casey to find out why social media needs to be taken more seriously, along with his top tips for creating a strong social presence…

“I’VE ALSO WON THE SOCIAL STYLIST AWARD AT THE BRITISH HAIRDRESSING BUSINESS AWARDS WHICH HAS HONESTLY MADE ME FEEL LIKE I’M BEING TAKEN SERIOUSLY”.

DO strike a healthy balance

‘I grew 4k to 10k in the first three-month lockdown, and since then it’s been on the rapid increase. I posted regular educational content for three months and even sold out several online masterclasses. BUT what I was doing back then won’t necessarily work as well now, as the apps change so frequently. I’ll be honest with you, the pressure to spend 12 hours a day on my socials during lockdown was addictive and unsustainable and I definitely noticed a difference when I went back to work and couldn’t spend as much time online. Now, I post a few quality pieces of content a few times a week and I’m happy with that.’

DON’T underestimate the opportunities

‘I’ve had some incredible opportunities from social media and this is why I think so many people are missing the mark with online platforms. It can be used as a business tool to attract the opportunities you’d like. I’ve worked on several TV shows including Little Mix The Search, Sex Education, a new Disney production of the 80’s classic, Willow (coming out this November) and I’ve even been asked to go back for the next season of Sex Education. I’ve also won the Social Stylist award at the British Hairdressing Business Awards which has honestly made me feel like I’m being taken seriously. It’s easy to think it’s “just” social media, but I take it very seriously because it’s given me chances I wouldn’t have gotten without it.’

DO reap the rewards

‘I enjoy the confidence social media has given me to be honest. It’s made me feel more comfortable in who I am and what I’m about. I love hair. I love laughing. So, all of my content is filtered through that. I also love my online community. I’ve made so many connections through social media, whether that be professionally or personally, and I hope to make so many more!’

“IT’S VERY EASY TO GIVE INTO SOMETHING WHEN IT DOES WELL. FOR ME, IT WAS PERSONALITY-DRIVEN CONTENT. WHEN THOSE LIKE, FOLLOWS AND SHARES ROLL IN, IT BECOMES ADDICTIVE”.

DON’T lose your focus

‘It’s very easy to give into something when it does well. For me, it was personality-driven content. When those like, follows and shares roll in, it becomes addictive. But what I found was, people almost forgot that I do hair. So, now with every video, I post an image of hair. I still do hair and I love it, but my job now includes creating relatable content, so I need to be mindful of the balance.’

And Finally

Above all else, remember that social media isn’t real life. Yes, it can be a useful, lucrative business tool – but it can also impact your mental health and relationships if used to excess. Don’t let it consume you – limit your screen time and know when to step away.

CASEY’S 5 TIPS FOR MANAGING AND MAINTAINING A SOCIAL PRESENCE

1 Cleanup your bio

Make sure it states who you are, what you do, and where you are.Your bio should tell potential followers everything they need to know in just a few key words.

2 Engage: Like, comment and share

Be social, that’s what it’s all about.A strong engagement is the key to growth and is a good indication that the content you are producing is resonating with your audience.

3 Study your audience so you know what kind of content to create

It’s pointless in posting about cake when your audience is made up of hairdressers! Take a look at your best performing posts, note what they have in common and keep it coming – social platforms like consistency, you’re unlikely to be rewarded for constantly reinventing your feed.

4 Use both Instagram AND Tik Tok

You need to be present on both apps. They each have pros and cons and are very different in terms of audience and tone - but they are there to be utilised, so don’t be afraid to mix it up.

5 Keep an eye out for my next social media masterclass, SOCIAL LIFE

A collaboration between myself and Vivienne Johns, teaching you how you can slay being under 10k on both Instagram and TikTok! hji.co.uk