This document provides a social media audit and strategy for Gainesville Health & Fitness. It analyzes their current social media presence, objectives, key messages, roles and responsibilities, policies, and measurement plans. The main objectives are to gain more followers by providing valuable content and expand their presence through sharing. Facebook currently has the highest engagement rate. The strategies outlined include paid, owned and earned approaches like boosting posts, employee spotlights, and thanking customers who check in. Metrics such as website traffic sources, demographics, competitors and follower growth will be tracked.

1. GAINESVILLE
HEALTH & FITNESS
Sarah Hawkins
May 18th, 2017

2. TABLE OF CONTENTS
I. Executive Summary
II. Social Media Audit- Social Media Assessment
III. Social Media Audit- Website Traffic Sources Assessment
IV. Social Media Audit- Audience Demographic Assessment
V. Social Media Audit- Competitor Assessment
VI. Social Media Objectives
VII. Social Media Objectives-Key Messages
VIII. Online Brand Persona and Voice
IX. Strategies and Tools
X. Strategies and Tools cont.
XI. Timing and Key Dates
XII. Social Media Roles and Responsibilities
XIII. Social Media Policy
XIV. Critical Response Plan
XV. Measurement and Reporting Results- Website Traffic Data
XVI. Measurement and Reporting Results-Social Network Data
XVII. Measurement and Reporting Results- KPIS

3. EXECUTIVE SUMMARY
Our goal for 2017 at Gainesville Health & Fitness is to improve our presence on social media
sites in order to ensure our members are informed and able to communicate with us. We also
want to make sure our guests are able to gain the information the need regarding our company.
Our main focus is to improve the sites we are currently using, as well as trying to encourage
more engagement from our followers. We went our followers to share our posts, comment, or
even tag a friend.
Our two main objectives:
1) Gain more followers by providing valuable content
2) Expand our presence by our current followers sharing our posts with friends

4. SOCIAL MEDIA AUDIT
Social Media
Assessment Date: 5/18/17
Social
Network URL
Follower
Count
Average
Weekly
Activity
Average Engagement
Rate
Instagram
https://www.instagram.com/gainesvill
ehealth/ 1627 7 per week 2%
Facebook
https://www.facebook.com/gainesvill
efit/ 12479 10 per week 4%
Twitter https://twitter.com/GHFC 1311 5 per week
Average Interaction per
post= 36
Linkedin
https://www.linkedin.com/company-
beta/303952/ 2388 1 per month 0%
Assessment summary: At this point in time Facebook has the highest engagement rate. LinkedIn and twitter need help with
their engagement rate.

5. SOCIAL MEDIA AUDIT CONT..
Website Traffic Sources
Assessment Date:5/18/17
Source Volume
% of Overall
Traffic Conversion Rate
Instagram 400 unique visits 8% 3.3
Facebook 3000 unique vists 30% 4.2
Twitter 200 unique visits 3% 2
Linkedin 100 unique visits 1% 0.01
Traffic summary: Facebook has the highest conversion rate, with twitter not to far behind. LinkedIn is in last place with
an extremely low conversion rate.

6. SOCIAL MEDIA AUDIT CONT.
Audience
Demographics
Assessment
Date:
5/18/17
Age
Distributio
n Gender Distribution
Primary
Social
Network
Secondary
Social
Network Primary Need Secondary Need
55% 18-30 60% Female
60%
Female
55%
Instagram
To loose weight
and/or achieve fitness
goals.
A place to relive stress
and workout with
friends.
40% 31-40 52% Male 52% Male
25%Faceboo
k
12% 41-55
65%
Facebook 15% Twitter
8% 56-80
30%
Instagram
10% Twitter
Demographic assessment: The younger demographic follows our social media accounts more regularly. The first sight the
majority use is Facebook and then Instagram. We need to find a way to engage the older demographic.

7. SOCIAL MEDIA AUDIT CONT.
Competitor
Assessment: Date: 5/18/17
Competitor
Name Social Media Profile Strengths Weaknesses
Baileys
Powerhouse
Facebook: Baileys powerhouse gym
Gainesville
motivating pictures and easy
access to directions
Do not post very often,
has old information
Youfit Twitter: Youfit Health Clubs
Corporate chain so has a lot
of followers, tweets often
Does not post enough
video content
Orange
Theory Instragram: Otheoryfitness
Provides good tips and has a
lot of followers
Is not specific to the
Gainesville area
Competitor Assessment: The corporate chains have the advantage because they have a large follower base. However, their
social media accounts aren’t specific to Gainesville like ours is.

8. SOCIAL MEDIA OBJECTIVES
 Overall business goals:
 We want to be known as one of the best companies for the world and gain as many
members as possible. We have a large number of members but we constantly want to
grow. We also want to finish up all renovations.
 Social Media Objectives to support business goals:
 1) We will showcase employees participating in at least two community service events
each month on all of our social media accounts.
 2) To gain at least 200 more followers on Instagram in the next four months.
 3) Ensure that all questions are answered regarding our club within 72 hours.
 4) Each week, on at least one social media site, provide an update of the renovations to
keep everyone updated.
KPIS: Qualitative KPIS: Quantitative
1) Notice the comments that followers makes such as
“awesome job”
2) Ensure that the accounts are real and not fake
1) The number of people who react to our post
2) The number of Instagram followers
3)See how followers respond once their questions are
answered quickly.
3) Count of the number of questions and how long it takes
to respond.
4) Make note of what our followers think about the
renovations
4) Count how many followers comment on the posts

9. SOCIAL MEDIA OBJECTIVES CONT.
Key Messages:
1. Motivating environment
2. Clean and safe environment
3. Outstanding customer service

10. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
1) Inspiring
2) Clean
3) Accommodating
4) Innovative
5) Consistent
6) Fun

11. STRATEGIES AND TOOLS
Paid:
Every Friday morning we will pay to boost one of our
Facebook post in order to reach more individuals. The
post must reach at least 20 likes and 5 comments.
Owned:
Choose a member or an employee to do a spotlight
on every week. The spotlight will include their age,
favorite activities, and their favorite thing about GHF.
We will share this on all social media sites.
Earned:
Look at people who have “checked in” to our facility
and see what they say. We can share their post or
comment and thank them for their support. We will
allow people who “check in” to bring in guests for
free for a week.

12. STRATEGIES AND TOOLS CONT.
Approved
• Hootsuite
• Buffer
• Medium
Rejected
• N/A
Existing
subscriptions/Licences
• Photoshop
• Vimeo

13. TIMING AND KEY DATES
Special Days
 May 29th 2017: Memorial Day
 June 5th 2017: Free teen membership begins
 June 14th 2017: Free personal training day
 June 21st 2017: National Yoga Day
 July 4th 2017: special hours
Fun Calendar Events (for employees only)
• May 30th 2017: Karaoke night
 June 16th 2017: Dodgeball tournament
 August 12th 2017: Summer picnic at Lake Wauburg

14. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Social Media Director: Debbie Lee
Debbie is responsible for setting objectives for her social media team. She holds weekly
meetings to ensure her staff are meeting their goals.
Social Media Manager: Ryan Edwards
Ryan is responsible for reviewing the posts before they are published. He has to also
ensure that all comments/concerns are answered within 72 hours.
Social Media Coordinator: Sarah Darden
Sarah is responsible for scheduling and writing posts. She uses sites like buffer and
medium to manage all social media accounts. At the weekly meetings Sarah shares
how many followers we gained on each social media site the week before.

15. SOCIAL MEDIA POLICY
It is imperative that all employees are respectable and represent our brand well while interacting
with customers on our social media sites. Rude comments, vulgar language, and inappropriate
posts will NOT be tolerated. Any employee suspected of anything listed above will be fired,
effective immediately. Due to the difficult nature of our hiring process we hope that this will be
an issue. However, we make it very clear that everything on our social media sites must be
professional and portray a positive image of our brand.
Employees must post regularly and as mentioned previously, must respond to any
comments/concerns within 72 hours. We value our customer thoughts and opinions they always
come first.

16. CRITICAL RESPONSE PLAN
Scenario 1
 Power outage at the gym.
 1) Notify the owner (Joe Ciruilli) and the
facility director (Rick Rone).
 2) Ensure that there are no negative posts
on social media and reassure them that it
will be fixed ASAP.
 3) Post on all social media sites stating the
issue and when it will come back on (if
possible)
 4) Keep everyone updated
 Preapproved message: (Facebook) We are
so sad to announce that there has been a
power outage at our facility. We are
working on the problem and will notify
everyone when it is up and running. Thank
you for your understanding.
Scenario 2
 A member posts negatively about our
brand on a social media site.
 1) Notify the marketing director (Debbie
Lee) and the owner (Joe Cirulli).
 2) Determine the proper response to the
post and respond nicely.
 3) Ask the member to come in and discuss
the situation to find out what the real issue
is. Be sure to follow up.
 4) Make a follow up post in a respectful
manor to ensure that others don’t believe
the negative post.
 Preapproved message: none. It depends on
what the post says. The problem will be
solved on a case by case basis.

17. MEASUREMENT AND REPORTING
RESULTS
Website Traffic Data Date: 5/19/17
Source Volume % of Overall TrafficConversion Rate
Instagram
400 unique visits + 8%
growth 17% 3.4
Facebook
300 unique visits + 12%
growth 25% 4.4
Twitter
200 unique visits + 10%
growth 10% 3.2
LinkedIn
100 unique visits + 4%
growth 4% 0.02
Results Assessment: We were very successful. All of our conversions rates went up. However,
LinkedIn is still falling way behind.

18. MEASUREMENT AND REPORTING
RESULTS
Social Media
Assessment Date: 5/18/17
Social
Network URL Follower Count
Average
Weekly
Activity
Average Engagement
Rate
Instagram
https://www.instagram.com/gainesvill
ehealth/ 1627+11%growth 9 per week 4%
Facebook
https://www.facebook.com/gainesvill
efit/
12479+15%
growth
13 per
week 7%
Twitter https://twitter.com/GHFC 1311+8% growth 8 per week
Average Interaction per
post= 48
Linkedin
https://www.linkedin.com/company-
beta/303952/ 2388+6% growth
3 per
month 1%
Results Assessment: We are also happy with these results. Facebook has continued to grow. But
we need to focus on Twitter and Instagram.

19. MEASUREMENT AND REPORTING
RESULTS
Quantitative:
1) We had 20 comments on our first community service post
2) We gained 202 Instagram followers
3) In one month we had 100 questions all answered within 72 hours
4) We had 12 members thank us for keeping them updated on the renovations
Qualitative: Sentiment Analysis
1) All of the comments on our community service posts were positive
2) We went through and determined only 5 Instagram accounts were fake
3) We sent out a survey and customers were pleased with our service
4) We received many comments such as “you have such a beautiful facility” on our renovation posts.
*In the future we will continue to keep our brand a positive image on social media sites. The only
negative comments are regarding the price of our gym and we try out best to work with everyone to
ensure they are happy. We plan to continue expanding our presence on social media and try to gain the
older demographics attention.