Beauty companies with social media sites cannot rely merely on the popularity of their brands to build a strong fan base, but must continually work to funnel in new followers, according to Alyson O'Mahoney, executive VP of public relations firm Robin Leedy & Associates. "The 'Build it and they will come' approach just doesn't work no matter how big the brand," O'Mahoney said in an Aug. 24 interview, noting she often comes across sites for large brands that have few followers. The exec maintains that the success of a social media site hinges on the time and effort companies invest in it. "You have to do a lot of marketing, a lot of blogger outreach and include content on the page that will bring new fans to your site," she said.
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