1. Know Your Audience
It’s important to know your target audience—whether it’s health club members, your local community, or fitness consumers—so you can tailor content to their needs and interests.
2. Be Helpful
Engage your audience—both inside and outside the club—with your story while providing the quality education and information they are looking for.
For example, instead of just posting a picture of your new weights room, you could post a picture or video of one of your trainers using the weights while explaining proper form. Then include what some benefits of improving those muscles are.
3. Know Your Platforms
Each social media outlet—Facebook, Twitter, Instagram, etc.—is different and is ideal for a different type of communication.
For example, Facebook is a central place to communicate happenings, thoughts, jokes, pictures, and videos with your members. Your updates on Facebook can be multiple paragraphs long. However, a good rule of thumb is to keep your posts around 40 characters.
Twitter—on the other hand—is more of a “microblog” that allows for a maximum of 280 characters for each post. This platform is great for sharing blog posts, quick updates, and interacting with your membership.
Then there is Instagram. This platform is for visual content. You'll share primarily photos and videos with your audience.
4. Use Visuals
Images and videos are more engaging than plain text, so include a visual with each post to boost engagement and clicks.
5. Interact with your followers
Share content that speaks to your audience and actively pursue engagement by mentioning, re-sharing, and responding to your audience. If all you post is updates or your own content without interacting with your audience or other organizations, it’s a little like standing in the middle of a crowded room and just talking out loud without necessarily talking to anyone. Think of your social accounts as a place to engage and converse with your audience.
6. Post Consistently
Posting regularly is the only way to create a strong presence on social media. Set goals for how much you will post, be realistic about time constraints, choose your social media platform(s) well, and create a clear plan.