By Lynsey Fraser
yms, fitness clubs and personal trainers and studios alike, by now should be
aware of the huge potential for market growth through being active on social
Along with a myriad of benefits such as
increased brand awareness, improved
search engine rankings, brand loyalty,
and cost-effective advertising, there are
potential pitfalls of being so clearly in the
public eye. We recommend that if you
do not already have a social media
policy in place, you do so immediately.
The policy should outline a description
of social media behaviour that is
unacceptable, brand guidelines and the
consequences of breaching the policy
to keep your brand safe.
Director of Sydney based FloSocial,
Lynsey Fraser shared her insights on why
it’s important to set up a social media
policy, particularly when you own or
manage a fitness club.
of your members
If you are snapping photos to be
uploaded to social media, it is courtesy
to seek permission. No one wants to see
their sweaty, beetroot-red face show up
on Instagram without a heads-up.
The policy should also include some
regulations around the use of selfies. In
fact, selfies, particularly in the changing
area should be banned. Members don’t
want to appear in the background of
anyone’s photo when getting changed.
It may be a good idea to include this
in the terms and conditions of your
3 Consent for images
“The number one reason to ensure
your club has a policy is to protect your
brand. Sometimes the line between
personal social media accounts
and business can become fuzzy. It is
essential to remind your staff that the
way they depict themselves online can
often reflect back on your business,
particularly if they identify themselves as
an employee of your business.” Any images posted to your social
channels should have written consent
from the person/people in the photo.
Where the photos include young
children, parental consent should always
Fraser recommends you include the
following in your social media policy: It’s all very well having a social media
4 Policy enforcement
WHAT’S NEW IN FITNESS - WINTER 2018
policy, but what are the consequences
when a staff member breaches the
rules? Is a clear violation of the
guidelines a case for instant dismissal or
a verbal warning? The choice is yours,
but make sure all employees are handed
a copy of the policy and it’s read and
to respond to bad
Bad reviews, negative comments in the
timeline, and awkward questions can all
often come into play when you’re online.
Your social media policy should outline
who to approach when your company
reputation is questioned and the best
way to respond to common scenarios.
If you’re not sure where to start, there
are often social media policy templates
you can find online or simply contact a
social media company, who specialise in
drafting up these types of guidelines.
FloSocial is Social media non agency
devoted the advancement of training
and education in Social Media and
Digital Marketing for Small Business.