The International Health, Racquet & Sportsclub Association is the fitness industry's only global trade association representing over 10,000 for profit health and fitness facilities and over 600 supplier companies in 75 countries.

 

 



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Thursday
Feb062014

Not everyone knows how to use social media correctly

Every club manager or owner knows there has to be a social media component for the facility to be successful in the years to come.

Social media -Twitter, Facebook, Instagram and Pinterest, to name some of the most popular sites - as well as a blog can bring in more memberships, provide free marketing, show the city your involvement in the community, and allow you to connect with your members as well as your members connect with each other.

But, according to Justin Tamsett, most of those who are responsible for social media at their club are not using it correctly.

Tamsett, who was among the first in the industry to utilize social medial with success, will lead “Social Media: Facts and Fallacies for Your Business,” in the Marketing track of the educational sessions at IHRSA 2014 33rd Annual International Convention & Trade Show. The format is a tutorial group, which will include a lot of questions and answers.

IHRSA is covering a different session in each track leading up to IHRSA 2014, which runs March 12-15 at the San Diego Convention Center.

Tamsett, managing director of Active Management in Australia, is always excited to talk about social media and how it can help clubs, but he feels the timing of his session will be enhanced thanks to what follows it later in the Conference.

“My session will be an excellent foundation for Gary (Vaynerckuk’s) keynote (on Friday),” said Tamsett, who has presented at IHRSA more than 10 times. “His book, “Jab, Jab, Jab, Right Hook” – which I am sure he will bring up - talks directly to the fitness industry. The biggest problem we have is we always go for the right hook. We are not adding value but are always trying to sell something.”

Tamsett explains that the correct use for social media is not to sell but to inform and add value. He said the fitness industry is not the only culprit since many businesses are still learning about social media and how to use it.

                                   

He said social media can assist the sales department by generating leads  and keeping current members but not so much in selling a membership.

“No one goes to a social media platform in order to be sold something,” Tamsett continued. “They are there for value – (people) want value added to their life in some shape or form.”

IHRSA is aware of the importance of social media. That is why there are numerous sessions at our conferences, webinars, Ask an Industry Leaders and more on ihrsa.org on the subject. But Tamsett’s presentation will be a little different as many of his colleagues focus on what is new and how to use different platforms. His three main areas will be:

  • Point out common mistakes. “The message you put on Facebook is the not same as the one you put on Twitter.”
  • Analytics – He said looking at what people are responding to, and who is responding to it, is critical to future success. “See what resonates with your fans … and then duplicate that.”

Tamsett feels this presentation will be good for anyone looking to get past the basics of social media, hope to take their abilities to the next level, or is a manager who is looking to enhance his company’s current social media.

“This presentation will go headlong into how to use social media from a strategic perspective, as opposed to why you should use social media,” he said. “I assume everyone out there knows they should use it. I will go into how to use it right.”

 

MARKETING TRACK
Wednesday, March 12
3:45 PM - 5:00 PM: Social Media: Facts & Fallacies for Your Business, Justin Tamsett, managing director, Active Management

Thursday, March 13
8:00 AM - 9:15 AM: Powerful Connections: Creating an Effective Social Media Campaign for Your Business, Fred Hoffman, owner, Fitness Resources

1:30 PM - 3:00 PM: Integrated Marketing: Initiatives with Multiple Purposes, Tara Wislocki, director of Marketing, Healthworks Fitness Centers

Friday, March 14
7:00 AM - 8:00 AM: Member Center Networking Roundtable: Essential Marketing Strategies, Lindsey Richardson, director of Marketing, Fitness Quest 10

1:30 PM - 3:00 PM: High-Powered Advertising: Effective Marketing Strategies for Fitness Professionals, Alan Leach, regional manager, West Wood Clubs

 

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