Spa companies wanting to connect with new clients through social media should make sure they utilise social media mapping products, according to Marc Smith, chief social scientist at Connected Action Consulting.

Speaking at this year's Global Spa Summit event, Smith said social media maps can help spas identify the people igniting spa and wellness-related conversations in their communities.

“Social media network maps can also help filter the torrent of traffic by identifying the people at the centre of each conversation," Smith said.

"Following these individuals often generates a return follow. This is the first step to gaining a collection of influential followers who can help amplify your messages.

"Listening to these key people and selectively repeating or retweeting their best comments is a good way to ensure that your next tweet gets head and rebroadcasted to a wider audience than you can reach yourself."

To read more on Smith's speech at GSS, click here for the latest issue of Spa Business (page 43)