“ Your online profile is more important than ever , since all the data being created now about your business will be fed to the machine and used to categorize you , to describe you , to teach others about you .”
hand quickly and with no hint of potential disaster . One of our clients was the victim of a very popular fitness buff who had a massive online following on Instagram . This person became agitated that his sister could not get her deposit back after cancelling her visit at the last minute . So he took it upon himself to post to his social channels , encouraging his followers to give the client negative reviews online , even though the situation had nothing to do with him , nor the people he asked to rate us . And they did as he asked . In droves . And although the company resolved the issue with the actual guest , he didn ’ t let up and it resulted in a massive hit in their star ratings . What ’ s the lesson here ? And what can be done now ? Come find out at the session .
Pulse : What are a few takeaway messages from your presentation ? DF : l You ’ ll understand the importance of your online profile and reputation and how it relates to AI . l You ’ ll learn how to mitigate online reviews on TripAdvisor and Yelp . l You ’ ll learn some long-term PR tactics to combat negative publicity . l You ’ ll leave prepared to deal with a crisis .
Pulse : ISPA attendees like to plan ahead for which education sessions they will attend . Who is your target audience ? DF : The presentation will be applicable to spa directors and marketing teams — anyone who speaks to guests on the front lines . The problems start in person , and then grow into an online monster , so everyone from operations to marketing needs to have the tools to manage a company ’ s reputation . The session will be a slide presentation with colorful anecdotes and tools and techniques for the audience to take away .
Pulse : What are some common challenges that spa leaders may face in managing their businesses , and how would you suggest they address or overcome these challenges ? DF : Oftentimes there is a gap in understanding of all the social networks , how information is shared , for how long , and what the potential impact is when things go wrong . Leaders could learn a lot by interacting with younger team members , sitting in a small group and having them recommend influencers to collaborate with . That opens to larger discussions about “ who our guest is ” and what the power of influencers is , who is a good match for our brand and exactly how these interactions can go . Get involved , dive deep , ask questions : It ’ s imperative to understand the power of online conversations . n
FAST FACTS : Darlene Fiske
Favorite spa treatment ? Thai Massage . I love that you are wearing clothes in the treatment and your body is put into the most incredible positions with no fear of being exposed . It allows me to completely surrender . Something fun you ’ ll do in Phoenix ? Dance the night away with my fellow spa friends . Best self-care tip ? Surround yourself with great friends . Find a community to support you and laugh often . Lifelong dream you ’ re pursuing ? To sell ice cream to guests at the Old Faithful Inn in Yellowstone National Park . I think it ’ s the ideal retirement plan . Greet happy nature lovers . Serve them something yummy . Hike on the weekends . Wear Birkenstocks daily . Enjoy an untethered existence . That ’ s Nirvana to me . Favorite hobby outside of spa ? Hiking . I ’ m a tree hugger at heart . Nature is my happy place .
“ Your online profile is more important than ever , since all the data being created now about your business will be fed to the machine and used to categorize you , to describe you , to teach others about you .”
MARCH 2024 n PULSE 27