Written by Chris Werte.
Utilise member feedback to create brand advocates and social media buzz.
Social Sharing. You will definitely have heard of it and you will probably have taken part in it (in one of its many forms). Today, it seems everyone shares something (if not everything) about themselves online. What they ate for breakfast, where they spent their morning and where they are going this afternoon, what they like and do not like. Sometimes, people can share too much!
But as a health and fitness club operator, why do you need to be aware and why should you care about all this sharing?
I have never been able to forget a piece of Nielsen research on buyer decisions I read this time last year. In the 2015 Survey, 83% of respondents indicated that they trust the recommendations of people they know and would act upon them – the most trusted and acted upon source in the study. Pretty impressive maybe, but not very surprising.
What might surprise you, however, is the equally impressive proportion of respondents who said that they trust and would act upon the recommendations of others they don’t know. A whopping 66% trust opinions posted online by people they have never met – the joint-third most trusted source in the study – and an even greater amount of respondents, 69%, said they would act on them.
The second most trusted source according to the research is branded websites – such as your club’s official social media presence – with 70% of respondents reporting they trust this content and the same amount saying they would act upon it.
Knowing this is invaluable. But how do you act on it?
It all starts with member feedback.
Not only a great tool when making strategic business decisions, member feedback can also be used to generate a buzz about your club and create raving fans.
There are four simple steps you can take to start leveraging member feedback to promote your brand on social media:
1. Ask For Feedback – If you aren’t doing so already you need to be talking to your members and gathering their feedback. Both positive and negative feedback is incredibly valuable to your club. Negative feedback can be used internally to improve whilst positive feedback should be leveraged to promote your club.
2. Analyse to Find the Gems – When that feedback arrives you need to be able to identify the gems that you can use to promote your club on social media. (Regardless of the nature of the feedback you receive, you should always follow up offline with the individual who provided it.)
3. Allow Brand Advocates to Spread the Word – Enable those members who score you highly to share their love of your club with their friends online, quickly and easily.
4. Do the Same Via Your Own Channels – Share the gems you found in the analysis stage with your social following on Facebook and Twitter to generate a buzz.