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Ask an Expert In Print

Ask the Expert: Paula Fraisse


You have questions, we have answers.

This month we spoke with the social media manager at Gainesville Health and fitness about social media marketing strategies.

What platforms is GHF on, and how did you go about deciding what platforms to be on?

PF: GHF is on Facebook, Instagram, YouTube, Twitter and LinkedIn. We always have our audiences in mind and want to be where they can find us. The person on Twitter may not be the same person and have the same interests as the person who is on YouTube. What’s great about social media is we can share information about the industry, our facilities and connect with our 27,000 members in so many ways. 

What are the main benefits of social media marketing, and what are your goals for social media?

PF: What I love about social media marketing is that we can really get creative with video and imaging. It’s so fun seeing our ideas come to life. For me personally, I want to connect with our followers and find what really resonates with them. With so many businesses and profiles on social media, I want to give our audience great content in a way they want to see it. 

What are the biggest challenges to social media marketing and how are you overcoming them?

PF: I think the biggest challenge to social media is getting through all the noise. Like I said previously, there are tons of ads and accounts you scroll through each day. You need to make sure you’re targeting your messaging and providing really great content. It’s also important to understand the way analytics works.

What are your favorite metrics or reports for measuring engagement?

PF: I always look at click-through rate (CTR). I know a lot of people want to look at reach, but the reach hardly matters if your ad isn’t compelling enough to make someone click on it and make it to your end goal. 

Are there any technological tools you’ve found helpful for managing social media?

PF: I’ve used Buffer before and really enjoyed the experienced, but I’ve found that with so many things going on, I really love the process of checking on each platform and ad individually. It also gives me a chance to be on each social media platform in a more organic way. Being fast and efficient is great, but when it comes to social media marketing I want to slow it down and be very involved. 

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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