ACE Special Health/Exercise Report—Social Media Marketing Essentials 5

CONTENTS

A Letter From the President ....................................................................................................................3

About ACE ................................................................................................................................................4

SECTION I. BEFORE THE POSTS, PINS, AND TWEETSChapter 1: Social Media Marketing—Overview.....................................................................................9Chapter 2: The Market ...........................................................................................................................18Chapter 3: The Message ........................................................................................................................23Chapter 4: The Media ............................................................................................................................31Chapter 5: The Brand .............................................................................................................................36Chapter 6: The Objectives ....................................................................................................................39

SECTION II. WHERE, HOW, AND WHEN TO POST, PIN, AND TWEETChapter 7: Facebook ..............................................................................................................................47Chapter 8: Twitter ...................................................................................................................................52Chapter 9: Instagram ..............................................................................................................................59Chapter 10: Pinterest ..............................................................................................................................64Chapter 11: LinkedIn ..............................................................................................................................68Chapter 12: Strategy, Systems, and Scheduling ................................................................................. 70Chapter 13: Social 365 Formula ............................................................................................................73Chapter 14: Image Is Everything ...........................................................................................................77

SECTION III. AFTER THE POSTS, PINS, AND TWEETSChapter 15: Pay-to-Play ..........................................................................................................................81Chapter 16: Track and Measure ............................................................................................................86Chapter 17: Adjust and Progress ..........................................................................................................90Chapter 18: Wouldn’t You Like to Know?

(Frequently Asked Questions About Social Media Marketing) .....................................93

Resources ................................................................................................................................................94

About the Author....................................................................................................................................96

ABOUT ACE’s mission is to get people moving. We believe that even a moderate amount of physical activity every day enhances health, prevents costly inactivity-related disease and contributes to a more joyful life.

CERTIFICATION

The foundation of our approach to getting people moving is the certification of well-qualified exercise professionals and health coaches. The more professionals we certify, the greater the impact of the science-based physical-activity and behavior-change programming that they deliver. Our four primary certifications (Personal Trainer, Group Fitness Instructor, Health Coach and Medical Exercise Specialist) are accredited by the National Commission for Certifying Agencies (NCCA)—considered the gold standard when it comes to accreditation of programs that certify professionals in healthcare, fitness, wellness and other occupations.

SCIENCE AND RESEARCH ACE’s certifications are grounded in a rigorous, methodical understanding of what knowledge and skills are required of personal trainers, health coaches, group fitness instructors and others. This is why we don’t just rely on the latest exercise science and behavior-change science, we contribute to it in the form of primary research. We most often commission studies about the latest fitness products, programs and trends.

POPULATION HEALTH

ACE believes that well-qualified exercise professionals and health coaches who hold accredited certifications, and others who’ve been similarly equipped with behavior-change coaching skills, are an untapped force in communities across the country. It’s time for them and the programs they develop and deliver to be embraced as a logical, more integral extension of clinical care. Such programming holds the potential to help vastly more people adopt and sustain healthy, active lifestyles.

American Council on Exercise ACE is a nonprofit organization with global reach that works to improve physical-activity levels by certifying exercise professionals and health coaches, publishing original research, convening experts on physical activity and health, working directly with community groups, and advocating for policies to get people from all walks of life moving. The 90,000 exercise professionals and health coaches certified by ACE are among the most respected in the world of fitness, helping people embrace physical activity and adopt healthier lifestyles.

For more information, call 800-825-3636 or visit

ACEfitness.org.

Trademark Information

ACE, American Council on Exercise, ACE IFT and ACE Integrated Fitness Training are all registered trademarks of ACE. Other trade names used herein are for identification purposes only and may be trademarks of their respective companies.

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