CRM Stuart Dyson explores the
opportunities presented by social media, and looks at how it can be integrated into club management
What’s in it for you? B
y now, most people will have heard of Facebook, the social networking site that enables people to
keep in touch, share photos, express
‘likes’, chat and accumulate ‘friends’, all from the comfort of their laptop or mobile phone. Originally conceived by Mark Zuckerberg in his student digs, Facebook has (at the time of writing) more than 500 million users and is now valued at an astonishing US$50bn. You may have logged on for a cursory
look while at home one evening, or perhaps you’re hooked and fi nd you’re constantly grabbing any available moment to post comments and pictures?
Maybe Facebook isn’t your thing, but
perhaps you’ve clicked on a link to view the latest viral video clip on YouTube, had a look for your colleagues on LinkedIn or even started to follow your favourite celeb’s tweets on Twitter. Research from Nielsen claims that 22
per cent of all time online is spent on social networks and blog sites; in fact, Facebook recently overtook Google as the most visited site on the internet. Social media is impacting all our lives and, while personally we can choose when and to what extent we get on board with it, as operators we cannot afford to delay in responding to this cultural phenomenon.
building communities Ray Algar, managing director of Oxygen
Consulting and an early advocate of social media for leisure operators, has recently completed the first European- wide analysis of social media among club operators. A free copy of the resulting 2011 European Web and Social Media Report can be downloaded at
europeanwebreport.ning.com Algar explains: “For a long time, I
have believed that clubs need to foster a deeper and more enduring connection with members. I think the emerging social web will enable clubs that are passionate about, and dedicated to, what they do to connect with their community in unprecedented ways.” We have long talked about the club
in terms of the corner shop, the pub, the Post Offi ce. Well, now we have the technical tools, combined with a powerful social trend, which can make this idea a reality. Through social networks, clubs can
build a true community with their members, delivering all their services not just on-site but also away from the physical facility. They can supply the right information at the right time, geared specifi cally to each individual. And the member can post their views on the club to the wider community too. Engaging and interacting with the member in this more personal way creates a stronger bond. And, with the huge growth in smart phones and other mobile devices, the club will soon be in the palm of a member’s hand wherever they go. People will always be online, always connected. But here’s the thing: this new
Social media can alert staff regarding which members have entered the club 50 Read Health Club Management online at
healthclubmanagement.co.uk/digital source of power and possibility can february 2011 © cybertrek 2011
SOCIAL MEDIA
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