Tune Up "The Manly Salon" Social Media Audit Feb. 2020

1. Social Media Audit:
Tune Up “The Manly
Salon” vs. Knockouts
“Haircuts for Men”
CAROL HERNANDEZ

2. Tune Up “The Manly Salon”
Company
 A salon catered to men.
 They offer: haircuts, beard trims,
pedicures, manicures, shoulder
massages, facials and waxing.
 Alongside their services, they offer
two complimentary drinks (they serve
beer and liquor).
 Additionally, they have VIP programs
which are monthly memberships for
their customers so they do not have
to pay for every single service- just
the one-month fee.
 Their prices range from $25-35 a
haircut.

3. Knockouts “Haircuts for Men”
Competitor
 A salon catered to men.
 They offer
 Haircuts
 Color
 Beard Trims
 Pedicures
 Manicures
 All over massages
 All over waxing
 Mini facials
 They serve complimentary beer.
 Their prices range from $20-30 a haircut.

4. Main Channel Used: Facebook
Tune Up- Opened in 2017
613 Followers
Knockouts- Opened 2017
94 Followers

5. 8 LIKES
0 LIKES
2 LIKES
30 VIEWS
56 VIEWS
6 LIKES
Tune Up
Avg.
Interactions
Per Post
=20.4

6. 6 LIKES
1 LIKE
2 LIKES
0 LIKES
3 VIEWS
Knockouts
Avg.
Interactions
Per Post
=2.4

7. Avg Interactions Per Post
(Likes, shares, comments)
Tune Up
 20.4 avg interactions
 In the same amount of time, Tune Up has
posted a lot more posts than its competitor
 From my observations, their categories of
posts range in 2 types of owned media:
generic posts and posts from this specific
salon location
 Generic posts get the least interaction but
they are the most prevalent
 Posts from the specific location get more
interaction than generic ones but are very
infrequent
 Videos get the most engagement (in views)
and are posted about once a month (could be
improved)
Knockouts
 2.4 avg interactions
 In the same amount of time, Knockouts
generally has a very small amount of posts
 Their posts share the same spread as Tune
Up, in which their owned media is generic (as
in, posted the same photo for every store)
and posts from the specific store I was
observing
 Generic posts also get the least interaction
but are very prevalent
 Posts from the specific location get more
engagement
 Knockouts has only 3 videos and the one with
the most interactions has been a generically
posted video

8. Avg Engagement Rate
(Avg Interactions per Post/Followers *100=%)
 TUNE UP
 20.4/613 FOLLOWERS =
 AVG ENGAGEMENT RATE OF 3.33%
 The majority of the posts are
uploaded on Tuesdays and Thursdays
and are posted in spurts (as in, they
post about 3-6 pictures at one time)
 KNOCKOUTS
 2.4/94 FOLLOWERS =
 AVG ENGAGEMENT RATE OF 2.55%
 The posts are far between, as the last
post before January was made in
November and most are posted on
Tuesdays
Best time to post on FB: Thu- Sun at 9am, 1pm and 3pm

9. TUNE UP PAID MEDIA
 Through Search Engine Marketing, Tune
Up is able to list many of their locations
easily for any client to find but they
could run more ads for their newer
locations.
 Although it depends on their individual
FB profiles, some do constantly run ads
in order to obtain higher amounts of
views and engagements in their posts.
 As a corporation, they could improve
their paid media by featuring ads in
search engines and highly publicized
places such as a Rangers game, instead
of fragmenting it by franchisee.

10. KNOCKOUTS PAID MEDIA
 Knockouts have previously run ads on
their search engines, thus providing
successful SEM strategies.
 One distinct difference between KO and
TU is that KO has previously run an
introductory video as an ad on YouTube
and have posted that video in every
single one of their FB pages for their
locations. This video explains their
services and highlights the experience of
their salons and has earned a substantial
amount of views for them.

11. TUNE UP OWNED MEDIA
 One great advantage to Tune Up is
the fact that they have implemented a
strong social media presence with
every location. Each one has a
personal FB profile and they
continuously post for each one in
order to boost interactions and traffic.
Additionally, each profile can add
their own photos to showcase their
own personality and employees so the
client feels more familiar with the
salon closest to them).

12. KNOCKOUTS OWNED MEDIA
 KO has FB pages for each of their
locations but many of the pages are
very inactive and only post once a
month which is the opposite of TU
salons in their FB presence.
 Ko has produced company wide videos
that have done well in views, which is
something that would be beneficial for
TU to do.
 Additionally, KO’s website has direct
links to their social media which is
something that can be added to the TU
website to increase interaction.

13. TUNE UP EARNED MEDIA
 Tune Up Salon has earned quality
reputation through mentions in
reputable magazines (as seen in
Houstonia magazine), and through
customer reviews on each of their
FB pages and google profiles.
 They could focus on SEO more and
make it become paid media in
order for more of their salons to be
featured when people search for
“salons for men” in their respective
areas, which is something
Knockouts is doing with more of
their locations.

14. KNOCKOUTS EARNED MEDIA
 Knockouts have also been featured in
various magazines and articles. A
distinct differentiation between the
messaging in these articles is that Tune
Up was mentioned due to their service
quality and experience while Knockouts
seem to have gotten publicity due to
their franchising opportunities and not
their services.
 They have done a better job using SEO
due to their locations being generated
with searching “men’s salons” instead of
looking specifically for the Knockouts
name.

15. Tune Up Social Media Audit
CONCLUSION
 Facebook has been used more effectively than their competitor, Knockouts is certain ways:
 More posts=more following=higher interactions per post
 Their generic posts are more frequent and have maintained a higher following
 Implementations
 Post more pictures and especially videos of the personal locations to create more engagement per
post
 Post on the weekends a lot more instead of posting on days where there is less possibility of
engagement
 Implement SEM ads for newer locations in order for them to show up while searching “men’s
salons”
 Add social media links to their corporate website

16. THANK YOU