These are services that require an immense amount of trust to be placed in the service provider. When shears or clippers get near your head, you'd better have a fair amount of confidence in the guy or gal holding them.
With few exceptions, you probably found these services through a conversation with a friend, relative or co-worker. I'd wager a guess that you weren't huddled around a conference table in a stuffy office with a legal pad in front of you, diligently taking notes on the pros and cons of the decision you're about to make.
If you did, you need help.
Chances are good, and this is just speculation, that you were swapping stories over a cup of coffee or maybe an after-work drink. A comment was made in passing about a new hair-cut or nail job, and a recommendation was passed along. On that recommendation, without fact-checking and asking for references, you made a purchasing decision. And you continue to make that same, informal decision every two weeks to keep your curly (or straight) locks in perfect order.
There is nothing wrong with this. It's the way most consumers do business.
It also happens to be the way that social media works. People talk about a lot of things on the web. They talk about books they're reading, coffee they're sipping, politicians they're hating, and people they're missing. They talk, and other people listen. They discuss these things. They form opinions and eventually make decisions. It's the same dynamic that has been happing in conversation for eons, only now it's happening on the Internet.
Making your brand a part of this terribly informal conversation is...duh.
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