Which Management Model is right for your salon suite?

We see many salon suite territory owners with 3 or more locations running social media accounts for each individual location (as seen in the figure below). This is usually seen in areas where the locations are spread out and the demographics for each location differ significantly. While this model can work if done right, it is extremely hard to do! It is time-consuming to execute, expensive to manage, and can be a nightmare to operate effectively. We almost always suggest an alternative.

What are the alternatives?

The Umbrella Model

The first and easiest alternative is what we call the “umbrella” model. This model requires you to simply run 1 account for the territory. You put a concerted, well-funded effort behind one social media account that helps distinguish the brand in the entire market rather than each town or neighborhood in your territory. We find this to be the most effective and cost-efficient for many. The downside with this model is that your locations' unique communities get rolled up into one mixing bowl of content. In some cases, distinguishing which location certain inquiries are referencing can be a challenge upfront.

The Hub-and-Spoke Model

However, if your stores have unique identities and cultures that you wish to preserve, there is also a hybrid model that can be followed. The hybrid model looks more like a hub and spoke, with each location having a social media presence that is managed by a representative at each location, and they feed content, feedback, and engagement to the larger territory account that is professionally managed. This still requires substantial funding at the territory level, but it keeps each location more involved, gives them a unique voice, and can be a great way to foster community. The big challenge here is making sure the locations maintain a standard of quality in line with your brand. So finding a management team willing to work with your local representatives is paramount to success.

What type of social media management model are you currently running for your salon suite locations? Are you sure it’s the right one for you? Contact us today to discuss your options, and discover how you can more effectively run your social media going forward!