While all of the content this month is very unique and informative, I particularly find the growing statistics of social media to be a powerful message for business owners as well as individual practitioners in our industry. By now, I assume we have all experienced the impact of social media first-hand, both personally and professionally, and have become aware of the impact it has had culturally.
Social media websites – such as Facebook, Twitter, Pinterest, YouTube or Foursquare – have changed the way businesses market their products and services. These online platforms have undoubtedly revolutionized the way people communicate and socialize on the Internet, which crosses over to the business platform. And while most of us use these websites to benefit our business, we should ask ourselves if we are using them to their full potential. A savvy business will currently use social media to enhance multiple marketing agendas, for instance: increasing brand recognition, building customer loyalty, expanding client base through referral, eliciting beneficial feedback, and enhancing communication opportunities. Each of these activities provides increased consumer understanding and engagement with professional products and services. All this adds up to new opportunities for growth.
In comparison to other forms of marketing, like television or radio advertisements, social media can provide businesses a reasonable alternative to develop and improve their overall image. With billions of users on social media, it can be a great way to reach potential customers at a reasonable cost. Then again, without a reasonable plan, one can easily get lost in the sea of billions of users. Turn to page 46 to begin reading our first social media article of the month.
And be sure to check out DERMASCOPE’s social media pages! We would love to connect with you.

Amanda Strunk Miller
Associate Publisher