DEBATE

"Could your business survive without social media?"

Three business owners discuss the impact of social media

SCOTTISH HAIRDRESSER OF THE YEAR DAVID CORBETT, DAVID CORBETT HAIRDRESSING, BOTHWELL

1 I've been cutting hair for more than 20 years and my appointment book is full. I have an Instagram and Facebook account which I use occasionally, but it is more for connecting with hairdressers and showcasing my collection images than for promoting my business to clients. I have worked on building a strong local community and reputation which means that when a client leaves my salon feeling like the best version of themselves, they tell someone, and then that friend books in. That friend then tells someone else and on it goes. That's how my business has grown — organically, authentically, one great haircut at a time. Social media rewards the loudest voices, not necessarily the best. It doesn’t come naturally to me so would take me a lot of time and effort to make it work and I'd rather invest my energy behind the chair than behind a screen.

Local reputation takes years to build and it's nearly impossible to fake, while AI is making it more difficult for clients to believe everything they see on social media. I believe a five-star Google review from a loyal client of ten years carries more weight than a thousand followers who've never sat in my chair. Word of mouth built this industry long before social media existed and for me, it's still the most powerful tool in the salon.

DEAN LAWTON-TAYLOR, JOHNSON BLYTHE, HARPENDEN

2 Social media is important to me and my business because every week, I get multiple clients booking in for an appointment with me after seeing my page on Instagram. I’ve lost count of the amount of times during a consultation that someone pulls out a screenshot of a picture or reel from my Instagram page!

I mainly use my social media to attract clients through commercial and client-friendly styles, but it’s nice to show my session work too. Clients see a post that’s different from what they currently have and that sparks a conversation at their next appointment. It keeps them interested and engaged.

Social media has also opened up a world of contacts with networking; to be able to DM someone and make that connection is amazing. I’ve made friends and that has led to more work on shoots and shows that I feel wouldn’t have happened - or at least not as quickly - without using social media. I’ve made contacts with brands that wanted to work with me on collaborations and shows, and that definitely wouldn’t have happened without a social media presence. Being able to showcase my work and connect with people I admire is invaluable to me.

If I lost my social media, I’d cry! So many clients book in because of what they see on social media. They might not have thought about changing their stylist until they saw that one reel or photo that catches their eye and brings them to you.

HARRY ANDREOU. STUDIO U, WINCHESTER

3 Most of our clients come from word of mouth, recommendations and people talking about their experience. There’s no better advert than a client leaving your chair feeling amazing and telling their friends about it. Social media helps, but I don’t think it’s the foundation of our business. Great work, great service and genuine relationships will always be more valuable than likes and followers.

As a new salon business it’s important, but probably not in the way people expect. I don’t see social media as a direct sales tool. For us, it’s more about visibility and helping people understand who we are. When you’re a new business, people want reassurance before they book, so it gives them somewhere to look us up and get a feel for the salon.

We use social media more like a portfolio than an advert. It’s somewhere to showcase our work, celebrate our team and give people a genuine look behind the scenes. The content that performs best is rarely the polished stuff. It’s the real moments, the conversations, the wins, the mistakes and the everyday life of the studio. People are becoming very good at spotting when they’re being marketed to. I think showing clients who you really are rather than who you want them to think you are builds far more trust. Social media is brilliant for that, but it’s the experience people have once they walk through the door that keeps the business growing.