STAKES
EM
by Sam Migliano
4. All Talk,
No Action
Another common
mistake is the
opposite of
overselling—
leaving out a
"call to action."
Strategy: Decide
what you want
your friends and
followers to do.
Do you want
them to watch a video
on how to develop their
one-touch pass? Do you
want them to sign up for an
e-newsletter? Do you want
them to re-tweet? Tell them what's
in it for them: "Get a sneak peak at..." or
"Take advantage of..." or "Be the first to..."
Limited time offers and "early-bird"
specials can motivate potential customers
to take action sooner than later. Make
sure all the information necessary for
them to respond quickly and easily—email
addresses, phone numbers—is readily
available.
SUMMER201
3
5. Short-Term Relationships
Social media is ... well, social. It's about
relationships, which develop over time.
Strategy: Establish relationships by
replying to them! Answer questions.
Comment on posts. Interact. Your social
media campaign is part of a long-term
plan. If you ran a survey, post the results.
Include how the facility will address any
needs of your customers expressed by
the results. For example, those asking for
more late-night pick-up games, new speed
and agility training, or classes for toddlers
will be thrilled to learn of their addition.
Others who did not respond to your survey
will also see that it is worth it to do so.
Business happens today from relationships
you built last week, last month and last
year. The benefit—and the reason it's
worth the wait—is that social media gives
you a lasting and invaluable asset: Trust.
