Social Media for Local Business [Case Study]: Hair Salon on Facebook

How can local businesses capitalize on social media marketing to compete with chains and online competition?

This week’s case study focuses on a local hair salon that uses their small, local status as their greatest asset, successfully monetizing social media marketing in a mid-size midwestern city.

Case Study: G. Michael Hair Salon

Greg Lee is the owner of G. Michael Salon in Indianapolis, voted the #1 salon in the city. While you may not think of Indianapolis as a hotbed of social media, Greg and his staff are savvy marketers that use multiple social networks to connect with a fan base far beyond their city.

G. Michael Salon's Facebook Page

Social Network










Hours Invested in Social Weekly


ALL Business is LOCAL

Local businesses often feel squeezed by increasing competition from large big-box stores and online competitors.

Greg and his staff have turned the challenge of being a small, local business into their greatest opportunity.


hair salon instagram case study

G. Michael's fans love their Before/After transformation photos

By engaging with local businesses and consumers on a level no national salon chain can match.

They devote 33 hours each week to their social media efforts: three hours each week planning on what to post, and 30 hours executing their plan.

Sophisticated Use of Social

While G. Michael is a small brand, they’ve mastered social media marketing and use it in a highly sophisticated way. Their Pinterest boards feature staff photos and bios. Click on the Staff board and you’ll get a map to their salon and you can see their large use of hashtags to help their SEO on Pinterest:

hair salon case study pinterest

G. Michael Salon's Pinterest boards

Staff bios, a map, and lots of #hashtags!

Engage Where Your Clients Are

G. Michael has beautiful and vibrant social media presences on multiple social networks, includingFacebook, Twitter, Pinterest, and Instagram. They upload before and after hairstyle makeovers, run contests, and support local charities. Combine that with their hashtag use, maps, and reviews on Facebook, and they are a formidable brand to reckon with.

G. Michael salon runs contests regularly

The salon engages on those social networks where their clients hang out, like Instagram.

G. Michael keeps their branding consistent across social networks, and their engagement levels set them apart from other salons in the area, helping to differentiate their brand.

Turning Social into an Over-the-Top Experience in the Salon

Greg credits his team for keeping their clients happy once they’ve engaged on social media and visit the salon, saying:

Once a guest chooses to visit your business after finding you through all of your hard work, it’s time to deliver! Deliver above and beyond what the guest expects each and every time. Consistency is always key. Offer your new guest an excellent experience/service each and every time and they will now become another part of your thriving business

How you can adapt this case study for your own small business

G. Michael Salon successfully monetizes their social media marketing by focusing on these tactics:

  • Weekly planning session for their social media marketing
  • Post consistently throughout the week
  • Engage with fans and other local businesses (local-only)
  • Deep use of hashtags for SEO (local-only)
  • Take advantage of maps on both Facebook and Pinterest (local-only)

Maria Peagler is the founder of Maria Peagler Digital, a serial entrepreneur, and award-winning author/publisher of nine books. She is an award-winning artist in both watercolor and quilting. She is married to her husband of 30 years, mom to two adult sons, and enjoys hiking in the north Georgia mountains.

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