Why Health & Fitness Clubs Should Be Active on Social Media
The importance of having an active presence on social media may be undervalued by health and fitness clubs. Creating profiles on platforms such as Facebook and Instagram is important, however, clubs can’t just stop at creating social media accounts — they must also be active.
While your club might not be active on social media, its likely that most of your members and prospective members are. Let’s look at some data:
Facebook – The Facebook Reports Fourth Quarter and Full Year 2018 Results noted the Facebook community as having 232 billion monthly active users, which was a 9% increase from the previous year [source 1.] Additionally, Facebook reports 1.6 billion people worldwide are connected to a small business on Facebook [source 2.]
Instagram – Instagram reports that there are over 1 billion Instagram accounts worldwide that are active every month and 80% of Instagram users follow at least one business on Instagram. [source 3]
These statistics validate why it’s important to open business pages, make sure your business’ information is current and post engaging content weekly, if not daily.
Benefits of being active on social media:
Cost! Social ads are a low-cost way to promote your club and programs and distribute targeted content. You can be selective about where your ads are being served by choosing your target area, desired age, gender and more. Plus, organic posts shared and commented on by members and followers of your page is FREE advertising for you!
Community! Think of social media as an outlet where your members can connect, share and learn. Members and followers can interact with you and each-other. With simple social posts such as highlighting members’ achievements, encouraging their fitness and health goals, not only will your members find a sense of community, but prospective members may be more encouraged to join your “tribe.”
Shares! Build your club’s brand awareness and loyalty through simple social interactions like encouraging members to tag themselves on group pictures and share special club offers with their friends. If your club is present on Facebook, you could be tagged in “local recommendations,” allowing community members to refer prospects to your door.
Sales! Increasing your club’s sales is also a benefit of being active on social media. Use social media to promote specials and new programs or amenities. Include a call-to-action, such as submitting a form for more information, calling the club or visiting will drive leads and ultimately sales.
Increased Search-ability! Search Engine Optimization (SEO) is the process of increasing traffic to your business’ website by increasing the visibility of your site to users of online search engines. While social media doesn’t directly increase search engine ranking, through paid advertising and interactions with your posts such as links and shares, it can increase traffic flow to your website.
Recruiting! A company is only as good as its staff. Looking for new employees with a certain skill set? The social media platform, LinkedIn, allows for you to both post open positions as well as search, connect and recruit. LinkedIn reports they have more than 630 million users and 905 of LinkedIn members say they are open to the right job opportunity. The LinkedIn platform is like an online talent pool available to source candidates with specific titles, experience and more in your area. Professionals with profiles can also note if they are looking for new opportunities.
Staff Recognition! Create a positive work environment of your Club by recognizing your outstanding employees for milestones, new certifications, positive member reviews and more.
No matter what your goal, managing and maintaining your club’s social media will lead to increased traffic, better SEO, improved brand awareness, customer and staff loyalty, and much more!
 MENLO PARK, Calif., Jan. 30, 2019 /PRNewswire/ https://investor.fb.com/investor-news/press-release-details/2019/Facebook-Reports-Fourth-Quarter-and-Full-Year-2018-Results/default.aspx  https://www.facebook.com/business/ads August 14, 2019  https://business.instagram.com/ August 14, 2019  https://business.linkedin.com/talent-solutions# August 14, 2019