Gaining approval for a social media program

I will be working on developing a social media plan for the wellness center and group fitness departments at the YMCA. These departments often work together and they both do different classes and programs for different populations. My goal is to increase awareness of different programs offered through different social media efforts in an effort to increase participation in classes and programs.
1. Who is invited to the social media strategy presentation?
I would invite The CEO, the director of health and wellness, the health enhancement coordinator, the director of operations, and the human resources director. Along with this I would invite the head personal trainer and any other group fitness or wellness staff that would be interested in attending. I would try to make it so that the employees could try to have input, but this may not work and the meeting will most likely take place in private away from employees.

2. Lowest hanging fruit
The YMCA reaches a wide variety of people and the social media would help address the diverse population present. Individual classes and program will target different populations. For example live strong is a cancer program and needs to be marketed to cancer patients and survivors, but boot camp classes will be marketed to a young and active crowd. As of right now I think it is beneficial to just reach more people and create more awareness through social media.
3. Negative comments
To address negative comments I will first try to come up with as many negatives as I can towards social media and work to answering them before they get a chance to be negative. In the heat of the moment I would also do my best to stay positive, empathetic and genuine in my words and actions. A main argument I can think of now is that our population is aging and they don’t use social media. I could do work to figure out how many people use different tools for varying ages and come up with a compelling argument to why age doesn’t matter. Many older people stay up with the times and interact with the social media world. This is one example and a brief response that would have to be fleshed out a little further.
4. Social media is a fad
To address this I would find information to point out how much people use social media tools. I think it may also be beneficial to talk to another organization with a successful social media program and get some info on how they turned social media into profit.
5. Does this open us up to law suits?
This should not open up lawsuits if the social media plan is well thought out and the concerns are discussed. Employees and faculty would have to be made aware of the policy and their limitations and rules within social media. This should include what can and cannot be said.
6. How do we talk to our customers on social media?
In talking to our customers we will start by increasing awareness of classes by posting class schedules for the week and ask them what they want to see. Looking at comments likes, shares, and the like will help us to see where more effort needs to be placed. It is important to respond to people in a timely manner and provide feedback as soon as possible. People want to know that someone is there and that someone cares.

7. How much work will this be?
Overall the social media will take up very little time. By using tools to prepare posts and tweets ahead of time we can save lots of time. Also if the people who are running the classes post about their class once a week and the coordinators post once a week, then everyone does a little bit to increase awareness greatly. It would be one or two people’s responsibility to take 15-25 min responding to the social media and developing new posts per day.


1 Comment

  1. Good post Matt.
    First, I like the people you are inviting into the meeting. I would not make inviting employees into a buy-in meeting a concern. They should be in the introduction of the social media strategy meeting, after you have met with the main players and implementers of the social media strategy. Those who are not going to be directly involved or their departments are not directly affected should not attend the buy-in meeting.

    I like how you addressed concern number 7. Implementing a social media strategy, program will actually take up less time then implementing a good direct mail campaign. You skip the printer, the printing cost and mailing. You can focus now on listening directly to and engaging with those who are interested in your product or service or those who are evangelizing your product or service.

    Again, good post. You gave me enough detail in your response to let me know that you will do a very good presentation and respond to the concerns with integrity and command their attention while you present your social media strategy.


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