also be incredibly dangerous if not managed correctly. If you’re providing poor service or unpopular pricing, a simple post on a social network means everyone will know immediately. If people are angry, you can be sure they’ll be highly motivated to sound off about you. Like it or not, if people are talking about you on these sites, you already have a social network presence – the difference is that you can’t control it. A cursory search will reveal that there
are already ‘hate sites’ for some health clubs. If you ignore the comments, your brand reputation will be eroded. But it’s not all bad news. If you
address the issues on these social sites promptly and successfully, you can not only win over one unhappy member, but also impress many other potential new members at the same time with your proactive and dedicated approach.
february 2011 © cybertrek 2011
integrated communications This is why you need a strategy: to
ensure your brand is protected and to capitalise on the many opportunities for improving sales, marketing and retention. The strength (and the weakness) of social media is that everyone, from the largest corporation to the teenager in his or her bedroom, can produce content – you can create a Facebook page in 15 minutes. What’s more, in theory, it costs nothing. US-based marketing company
GramercyOne, supplier of SpaBooker and FitnessBooker, recommends implementing social media alongside your existing activities. “Don’t be scared,” says James Bremner, VP of marketing. “It’s not complicated and it’s hugely successful as a business tool.” Integration is key, he explains: “You need a software package that allows
Members can access social media sites from anywhere – people are always online, always connected
you to integrate your social media – you don’t have time to tweet and post all day.” A club management system that can
integrate with the main social media sites, such as Facebook and Twitter, allows clubs to communicate to their members in an instant – for example, to announce that a bookable item is available. Members could then book a squash court and automatically post to friends that they need a partner to play with. SDA’s LeisurePoint software, for
example, connects to both Facebook and Twitter and allows members to set up automatic posts when they check-in to the club, make a booking or arrive for a booking. These posts can be seen by family, friends and club staff and can be
Read Health Club Management online at
healthclubmanagement.co.uk/digital 51
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ISTOCKPHOTO.COM
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