Many people believe that simply having a social media presence is all that you need for social media success. However, social media platforms for your business are much more different than that of your personal platforms.
Your studio is a business, which means that your studio’s social media presence shouldn’t just be an extension of your own personal page. We highly encourage creating company pages to represent your studio exclusively. Think of your studio social pages as their own entity; what are their aesthetics, personality, tones of voice, etc?
In order to help you be the best you can be on social, here are a few “do’s and don'ts” to get you going:
...post on your page every day.
You know that phrase, “you had to be there”? Yeah, the same goes for social media. In order to be seen on social media, you’ve got to, well, be there.
There are two things to consider with your social posts: frequency and timing.
- Posting frequency is how often you publish content. It’s recommended that you post on social media every day. If you have the means to post more than once a day, then we certainly encourage that, as well!
- Post timing is simply what your best times are to post on social. The best times vary by page, so tinker a bit with your posting time versus highest engagement (likes/comments/shares) ratio. Due to the various social algorithms, sometimes the best posting time is a bit difficult to measure, as your visibility is based on several other things, as well. By understanding when your highest engagement is, you’ll hit your posting sweet spots.
...post high-quality content.
You can publish as many images a day as possible, but if your content isn’t high-quality, they may never get a response. By posting high-quality content of your studio, for instance, your audience will not only get a clear vision of your space, they’ll also give you a brand identity.
Many social media geeks have learned that quality surpasses quantity by a longshot. Sure, upping the number of posts can be very beneficial. However, if you do, make sure your quality is still on-point.
...get involved with your community.
You’ve probably learned by now that community involvement is important to your studio’s success. Community doesn’t stop with event attendance and philanthropic classes - you also need to show off your community presence on your social pages!
By sharing images from your community support, you also involve those who are participating, as well as give a personality to your space. See how we shared our involvement with onbikes during last year’s Holiday Hustle campaign in our headquartered city of Tampa!
...have a targeted audience.
Marketing 101 will teach you that all of your marketing efforts should be tailored toward a focused audience. Social media should be an aspect of your marketing strategy, which means that every one of your pages needs to have its own target audience.
Since you are probably mainly trying to attract potential/existing studio goers, be sure that all the content on each of your pages speaks directly to them. Whether it’s special class promotions, new workout techniques, events you’re hosting, etc., your audience should feel that your social media pages are an extension of your website for this type of information. By targeting your social pages, not only will your pages have a clear message, but you will automatically become a resource to those who are interested in your business.
...monitor your page analytics.
Most social media platforms have built-in analytics functions that tell you exactly how your pages are performing. Through the analytics on your various pages, you can get plenty of juicy information about who is viewing your page, what their interests are, what times/days they are engaging with your page, etc.
This data not only gives you insight into whether your content is valuable to your audience, it’ll also give you insight into what types of content you should try posting in the future. There are no specific social media rules for all pages - we recommend you test out various content types, posting times, etc. for your page, and see what works best for you.
Pro Tip: Don’t worry if you are a rookie. There are plenty of social media analytics tutorials online, as well as direct contact information for guides from each social channel. These guides can help you optimize your pages, as well as give you useful tips for what to do for your audiences specifically!
...post spammy content.
There is nothing worse than a brand that floods their audience’s news feeds with low-quality, spammy content. Social media loyalty isn’t always the highest, so if you provide useless content to your audience, losing them is as easy as the click of a button. Facebook and Instagram understand this is a problem, which is why their algorithm gives text-heavy images a lower rank. If you keep your content quality standards high and are resourceful to your audience, you will reach those who matter and will be more likely to gain new, valuable followers.
As previously mentioned, having a designated target audience is one of the best things you can do for your pages. Avoiding targeting the wrong people is just as impactful on your reach as targeting the right people.
If you have mixed messages on your page, your audience won’t always find your content valuable, which means that they will be less likely to engage with your page, therefore hurting your ranking. Also, if you tag irrelevant users in your posts, it’ll come off as spammy and they, too, will not engage with your posts. The rule of thumb here is to know who your audience is, and interact with them. There is such as thing as doing too much.
...post the same things across all channels.
Although it can feel like the easiest route to take, posting the same exact content on each channel is not the way to go. Each social media channel appeals to different audiences. This may not necessarily be intuitive for all, but it makes sense when you think about the types of posts that are on LinkedIn versus Instagram versus Facebook, for example.
It may be that your audience on certain channels will be similar or the same (i.e. on Facebook and Instagram), but that doesn’t necessarily mean that you should have the same content throughout.
For example: Instagram is image-heavy, and generally, catchy, short and sweet captions work best. Instagram also encourages you to maximize it’s 30 hashtag capacity. Facebook, however, also image-heavy, encourages longer captions, with an absolute maximum of two hashtags in a post (some would even argue to never hashtag at all). Facebook is also a great space to post link redirects to your website, whereas Instagram is not, due to the fact that you are only able to share links in your Instagram bio.
So, as you can see, it makes sense that posting different things on just these two channels alone is beneficial. 43% of marketers believe social media is the most advantageous digital channel, so once you understand the different themes and audiences on each page, you’re social presence will be golden.
Social media is all about having a conversation with your audience. One huge metric taken into consideration in your page’s visibility is the amount of engagement your posts get. In addition to that, it really boosts your page if you get many comments/likes/shares soon after you put up a post, and if you receive reactions instead of likes on your Facebook posts.
If you want to encourage further engagement on your page, as well as speak directly to your audience, then you should respond to every single piece of engagement on your posts. Doing so will not only show your personality to your audience, it’ll also help your page rank. On top of that, it illustrates good customer service!
What have you done that has helped your social media presence? Share your tips with other studios in the comments below!