Post With Purpose: SOPs for a Powerful Online Brand

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Let’s face it! Your social media isn’t just about aesthetics; it is an extension of your brand. Like it or not, clients are checking out your online presence before they ever book an appointment. A strong, consistent social media persona not only attracts your ideal clientele; it reinforces your values, professionalism, and expertise. The goal? To show up online the same way you do in person – polished, authentic, and unmistakably you. With some intentionality and standard operating procedures (SOPs) to guide your approach, you can take control of your digital image and create a strategy that supports your business goals. =

THE KEYS TO SOCIAL MEDIA SUCCESS

According to social media strategist, Chris Burdette (@r.t_marketing and @chris10marieb), “Your social media persona is the tone, aesthetic, and personality you present online. It’s the first impression your brand makes, and you don’t get a second chance to make a great first impression. Whether your vibe is clinical, holistic, luxury, or quirky and fun, consistency across platforms matters, but more than anything, it has to feel like you.”

Visual Consistency

Choose no more than two brand colors, two fonts, and one filter to keep your grid clean and instantly recognizable. You’re creating a visual rhythm that reflects your brand and builds trust with your audience.

Voice & Tone

Say it out loud first. Speak like you’re talking to a real client in the treatment room. Jot down key phrases or wording as you go; this keeps your tone natural, confident, and aligned with how you already show up in real life.

Core Messaging

If you ever feel stuck on what to post, start with your service menu. Use it like a checklist. Highlight one service or product at a time, and don’t create new content for it again until you’ve moved on to the next one. This method helps you stay focused, supports long-term content strategy, and reveals a key truth in marketing: what you talk about is where your business will grow.

SOCIAL SOPs

Having a social media standard operating procedure ensures consistency without chaos. Instead of wondering what to post and when, you follow a system. A reliable standard operating procedure outlines:

Posting Frequency

Minimum: Two to three posts each week

Stories: Daily behind-the-scenes or real-time updates

Reels and short video: One to two times each week for reach and engagement

Engagement Protocol:

Respond to comments and direct messages within 24 hours

Use your voice, not a bot; this builds trust and community

Like, comment, and share content from peers and local businesses to build goodwill and visibility \

Action Item

Draft a simple standard operating procedure document with posting and engagement expectations

Not every post needs to sell. In fact, your audience is more likely to engage when content educates or entertains. Balance is key.

CONTENT MIX

Educational (40%): Skin tips, product spotlights, treatment preparation, post-care, and skin care myths

Promotional (30%): Highlight services, products, specials, and online booking

Personal (20%): Behind-the-scenes, your story, team features, and client shout-outs

Engagement (10%): Polls, questions, client feedback, and trending sounds or memes

Use tools like Later, Planoly, or Meta’s Business Suite to schedule posts and have a monthly content calendar with pre-planned post ideas, captions, and calls-to-action (CTAs).

Action Items

Schedule a monthly one or two-hour content planning session

Batch-create graphics and video content using Canva or CapCut

KEEPING UP WITH THE COMMENTS

Social media is public, which means the occasional negative comment or tricky question is bound to happen. How you respond is part of your professional image.

Step One: Pause and assess. Don’t reply in the heat of the moment.

Step Two: Acknowledge the concern respectfully.

Step Three: If necessary, move the conversation offline via direct message or e-mail.

Step Four: Avoid deleting unless the comment is abusive or violates platform guidelines.

Sample Response

“Hi [Name], I’m sorry to hear you had that experience. I take feedback seriously and would love to connect privately to make it right. Please DM me or e-mail at [your contact info].”

ELEVATING ENGAGEMENT

You don’t just want followers; you want a community. Engagement fuels visibility and trust, which leads to bookings and loyalty. Invite your audience to interact.

Use calls-to-action like “Drop a 💛 if you agree” or “Tag a friend who needs this!”

Run giveaways, polls, or quizzes

Reshare user-generated content (client selfies, before-and-afters, or reviews)

Feature FAQs and client questions

Action Items

Add a “Client Spotlight” or “Ask Me Anything” series to your content plan

Create branded highlight covers to guide new followers through your services

SETTING PROFESSIONAL BOUNDARIES

We often form genuine, long-term relationships with our clients and it’s natural to want to share parts of our lives. In fact, giving followers a peek behind the curtain with personal content like favorite products, your pet’s antics, or weekend rituals can strengthen connection.

Here’s where boundaries matter: your professional page should reflect your business values. If it’s not something you’d bring up in the treatment room, it probably doesn’t belong on your business feed. That doesn’t mean hiding who you are; it means being strategic and respectful about where and how you share. It’s perfectly okay to have personal opinions, causes, or strong beliefs; consider keeping them on a private or personal account, ideally under a separate handle. This helps maintain a clear boundary between your business presence and personal views and assures every client has a safe and comfortable experience.

Action Item

Audit your professional page quarterly to ensure the tone, content, and visuals align with your business’s mission and clientele

Ask yourself: “Would this post make a new client feel welcome, safe, and excited to book?”

Your online presence should feel like an extension of the client experience in your space – professional, warm, and focused on service. Boundaries don’t limit authenticity; they elevate it.

With standard operating procedures guiding your tone, content, and engagement, you can confidently build a digital brand that supports your success. Be intentional, be authentic, and stay consistent. Your next dream client might just be watching.

With over two decades of experience in the professional skin care industry, Kelly Wolcott is a respected entrepreneur, lifelong learner, educator, and mentor. She currently serves as the director of judges for The Skin Games, helping shape and maintain high standards in the beauty industry. As the founder of three highly successful skin care businesses and the creator of How-To: Esthetician Training, an online education platform, Wolcott’s achievements are driven by her relentless pursuit of knowledge and commitment to excellence. Her mission is to inspire and empower beauty professionals through continuous education and innovation. In her free time, she enjoys reading, outdoor adventures, and exploring new travel destinations.