FitBit has a strong presence across multiple social media platforms. On Facebook, it posts regularly with a mix of promotional content and links to its blog. It engages well with customers and responds quickly to questions. On Twitter, FitBit posts 2-3 times per day with inspirational quotes, links to blogs and infographics, and participates in conversations to provide customer support. Its Instagram features a mix of stock photos, product shots, and customer testimonials, but could focus more on user-generated content. FitBit's social media activity effectively promotes its products while maintaining a positive customer-focused approach.

1. Fitness Technology:
Peer Review
4 February 2015

2. My Fitness Pal
= 1,181,139 likes
= 104K followers
= 17.2K followers
= 37,551 followers

3. • Uses customer testimonials to advertise the features
• Builds trust
• No social links on the site
MyFitnessPal Website:
http://www.myfitnesspal.com/

4. • Cover photo ties into the design of the app (calorie counting, good eating)
• Profile picture is a nice contrast with a simple logo
• Likes: 1,181,129
• Engagement: 7.3%
MyFitnessPal Facebook:
https://www.facebook.com/myfitnesspal

5. • Average: 2-3 posts per
day
• Posts range from
inspirational images to
links to the blog
MyFitnessPal Facebook:
Post Schedule

6. MyFitnessPal Facebook:
Content
• Content aims to inform
and interest
• Doesn’t overly push
sales
• Shares posts that are
relevant

7. MyFitnessPal Facebook:
Testimonials
• Lets customers
speak for
themselves, a
positive message on
the page
• Drive traffic to the
blog

8. • Same image used on Facebook
• Intro could be more personal, 3rd person is a little cold
• Klout Score: 68
MyFitnessPal Twitter:
https://twitter.com/myfitnesspal

9. MyFitnessPal Twitter:
Content
• Little or no images
which is poor
performance in
2014/2015
• Not much chat
• Tweet most days, often
more than once, but for
what return?

10. MyFitnessPal Twitter:
Communication
• Twitter is very public,
customer service is
seen to be poor here
• Automated response
which is noticed by
user. Not good.

11. MyFitnessPal Pinterest:
https://www.pinterest.com/myfitnesspal/
• Focus on recipes +
fitness
• Not that many
boards, but there is
some effort

12. MyFitnessPal Instagram:
http://instagram.com/myfitnesspal

13. MyFitnessPal Instagram
• Mostly stock shots
which doesn’t work
that well
• Posts regularly
• Aimed at women
• Engagement low: 150
– 300 likes (out of
17.2K followers!)

14. MyFitnessPal Results
Facebook Twitter Instagram Pinterest Other
Good
Ok
Poor
Other
Notes

15. Fitocracy
= 63,851 likes
= 33.6K followers
= 3,538 followers
= 2,943 followers
= 7,353 followers

16. Fitocracy Website:
https://www.fitocracy.com
Beyond the offer,
there is not much
extra info about
Fitocracy on the
site

17. Fitocracy Facebook:
https://www.facebook.com/Fitocracy
• Cover photo doesn’t grab attention, weak
• Likes: 63,851
• Engagement: 0.6%

18. Fitocracy Facebook:
Regular Posts
• Posts every 1-2 days
• Mix of promotional and
conversation
• Some images, good.

19. Fitocracy Facebook:
Engagement
• Engagement
varies, but
considering the
number of likes it is
weak

20. Fitocracy Facebook:
Fan Rewarding
• No competitions
• Every Monday, it
posts a discount
code

21. {Why no text here???}
Fitocracy Twitter:
https://twitter.com/fitocracy
• Klout score: 56

22. Fitocracy Twitter:
Pushes Promotions
• Most of the tweets
and the bio promote
the app
• Little to no images
• Personality doesn’t
come through in
tweets

23. Fitocracy Twitter:
Communication
• Some attempts to
communicate with
users
• More of this could lift
the page

24. Fitocracy Google + Account:
https://plus.google.com/+fitocracy/posts
• Google + account gets relatively good engagement
• Mostly posts its own content

25. Fitocracy Pinterest:
http://www.pinterest.com/fitocracy/

26. Fitocracy Pinterest:
Very Generic
• Board titles are
unoriginal
• No attempts to pin
things users would like
that are unrelated to
fitness/diet
• Nearly all own content,
no engagement with
other Pinners

27. Tumblr:
http://blog.fitocracy.com/
• Posts frequently
• Mix of re-blogging and
own content
• Good engagement –
generally get a good
number of notes (up to
150 on own content)
• Why choose Tumblr?
• Is audience here?

28. Fitocracy Instagram:
http://instagram.com/fitocracy/

29. • Great use of customer testimonials to generate
promotion
• More behind the scenes and customer rewards
Fitocracy Instagram:
Customer Focused

30. Fitocracy Instagram:
Customer Focused

31. Fitocracy Results
Facebook Twitter Instagram Pinterest Other
(Tumblr &
Google +)
Good
Ok
Poor
Other
Notes
Carry
testimonials
to site?

32. Endomondo
a
= 444,212 likes
= 24.5K followers

33. Endomondo Site:
https://www.endomondo.com/
• How to understand the
offer:
– View demo video
– Long list of features
(next slide)
• Makes understanding
easy but not boring

34. • Cover photo is striking and seasonal. Profile pic reinforces logo
• Likes: 444,212
• Engagement: 0.9%
Endomondo Facebook:
https://www.facebook.com/endomondo

35. Endomondo Facebook:
Content
• Posts every 2-3 days
• Often links to blog or
motivational quotes
• Images are generally
stock

36. Endomondo Facebook:
Content
• Still a lot of promo posts,
but the mix makes it seem
less pushy
• Engagement varies: one
recent post (1) got 7 likes,
another (2) got 1,889

37. 1889 likes!

38. Only 7 likes
(Is this because it’s a
targeted post?)

39. Endomondo Twitter:
https://twitter.com/endomondo
• Another engaging cover photo with contrasting logo profile
pic
• Klout: 61

40. Endomondo Twitter:
Content
• Same content as
Facebook
• Planned tweet nearly
every day, sometimes
twice

41. Endomondo Twitter:
Engaging Tweets
• Attempts to start
conversation
• Rewards followers with
shout outs
• Good use of customer
service on Twitter

42. Endomondo Results
Facebook Twitter Instagram Pinterest Other
(Tumblr &
Google +)
Good
Ok
Bad
Other
Notes
Needs
more chat!
Needs
better
images!

43. Mind Body Connect
= 570 likes
= 253 followers

44. Mind Body Connect Site:
https://www.mindbodyonline.com/connect

45. Mind Body Connect:
Site Offer
• Learn about the app
through a celebrity
endorsed video
• Female targeted – all
female extras, big push
on beauty treatments,
feeling best, as well as
health and fitness
• No links to social

46. Mind Body Connect Facebook:
https://www.facebook.com/connectmb

47. Mind Body Connect Facebook
• Cover photo incorporates a striking image with
functionality of the app
• Profile pic features women
• Likes: 570
• Engagement: 2.9%

48. Mind Body Connect Facebook:
Content
• Posts average every 2-
3 days
• Sometimes repeats the
exact same message
(shown)
• Max 6 likes

49. Mind Body Connect Facebook:
Content
• Mostly promotional,
some links to
interesting content
• Needs to tidy up links
to other users (make
sure they are
clickable!)

50. Mind Body Connect Twitter:
https://twitter.com/connectmb
• Same design as
Facebook
• Bio is the tagline
(in caps!)
• Klout: 253

51. • Promoting events/sales
• Not much chat
• Links to other content
Mind Body Connect:
Twitter Content

52. Mind Body Connect Twitter:
Content
• Posts other’s content,
but doesn’t add any
original comment

53. Mind Body Connect Results
Facebook Twitter Instagram Pinterest Other
(Tumblr &
Google +)
Good
Ok
Bad
Other
Notes
Very little
effort
New to
social?

54. Fit Bit
= 610,790 likes
= 140K followers
= 45.9K followers
= 24,948 followers
= 13,824 followers

55. FitBit Site:
http://www.fitbit.com/
• Nice way to
introduce the
product
• Link to offer
• User friendly,
interactive

56. https://www.facebook.com/fitbit
FitBit Facebook:
https://www.facebook.com/fitbit
• Cover photo pushes product but is still bright and appealing
• Engagement: 5%

57. FitBit Facebook:
Content
• Uses humour whilst
still promoting the
product
• Uses own images
which are bright and
engaging

58. FitBit Facebook:
Content
• Posts once every 2-3
days
• Mostly promo (in form
of reviews, walking tips
and outright ads) and
links to blog

59. FitBit Facebook:
Customer Service
• It gets a huge amount of
complaints, comments
and queries
• It seems to be consistent
in replying within 24 hours

60. FitBit Twitter:
https://twitter.com/fitbit
• Nice customer focused cover photo
• Klout: 79

61. FitBit Twitter:
Planned Content
• Posts 2-3 times every day
• Mix of inspirational quotes
and links to its own
content (blogs,
infographics, etc.)

62. FitBit Twitter:
Chat
• Good conversation
starting
• Customer support with
personality

63. FitBit Blog:
Interesting Content
• Links to content which
isn’t always blogs
• A nice infographic it
posted recently – results
of a survey of users and
their pets

64. FitBit Instagram:
http://instagram.com/fitbit

65. FitBit Instagram:
Content
• Mix of stock/promo shots,
product shots, and
customer testimonials
• Could be more user and
behind the scenes
focused

66. FitBit Instagram:
Engagement
• Surprisingly, the stock shots get best engagement
• Similar to inspirational quotes?

67. FitBit Pinterest:
https://www.pinterest.com/fitbit/

68. FitBit Pinterest:
Content
• Boards vary in interest but
are suited to target
audience
• Repping other’s content
often
• All boards start with FitBit,
this seems a little pushy

69. FitBit Google +:
https://plus.google.com/+fitbit/posts
• Good following
• Posts content from its blog and general news

70. FitBit Results
Facebook Twitter Instagram Pinterest Other
(Tumblr &
Google +)
Good
Ok
Bad
Other
Notes
Could use
more
personality
Branded
boards –
too
Just an
extension of
the blog