What’s in Your Social Media Message?

social media

When Ryan Cage hired Cameron Currie as CrossFit PR Star’s operations manager, he had to face a harsh reality.

Currie told Cage his Instagram skills were horrible. “That was a tough pill to swallow,” said Cage, the owner of the Box in Chantilly, Virginia.

But it was true. Cage explained his gym’s feed was full of everything from photos of the Box to pictures of Cage’s kids and friends. So, he asked Currie to bury the crap.

“A lot of owners try to be the face of the gym by putting themselves out there a lot and inundating their social media feed with themselves,” said Currie, who had previously managed another gym. “I think a lot of people miss the boat on the fact your members should be the face of your gym.”

Now, CrossFit PR Star’s Instagram feed is full of faces of its members and posts that tell the Box’s story.

Over at CrossFit Roseville in Roseville, California, they started utilizing Facebook and Instagram more after they got better photos. Owner Jesse Phillips said he has three different photographers in the gym who capture high-quality images of his members. Plus, Phillips has others running his social channels, making sure posts happen. “Having somebody else do that for me just makes it more consistent so we can consistently get our message out there,” he said.

Plus, those in charge of posting enjoy it more. Phillips said that’s key as it helps them be more successful in it. If you’re not passionate about posting, he said it’s vital to find someone who is – and then pay them what they’re worth to do the job well.

Consistency was huge for Currie and Cage. “One of the biggest things a lot of gyms lack is the consistency aspect, having a post every single day and each post serving a purpose, not just a random smearing of who knows what. Our members are our heroes and we want to tell them our story and tell the gym’s story in the process,” said Currie.

CrossFit PR Star has a social media calendar created each month for its Instagram and Facebook. Currie posts himself, forgoing a scheduling app so he can make sure the post is exactly how he wants it. He will use common hashtags like Man Crush Monday and Woman Crush Wednesday to highlight various members via 60-second videos. Some days, like Tuesdays, go through post cycles. For instance, they’ve done an “Ask the Coach” series as well as a “Tech Tuesdays” and “In the Kitchen” series.

Currie allows himself 30 to 45 minutes each morning to do his posts and boost social media engagement. “Make sure you make the time to do it,” he said, even if it’s as simple as grabbing a photo of a class. “It’s still something you’re putting out there that’s going to tell your story. So consistency and managing your time wisely [are key].”

In the end, it’s all about your members and athletes. Phillips said his photographers will tag members in their photos, allowing CrossFit Roseville athletes to share cool photos of themselves. He said when they can look back and see how far they’ve come, that’s a success story they’ll share all on their own.

“Trying to help reset and tell our story through social media and through the photos we post is really beneficial. And then allowing our members to share memories and share their story is really powerful,” he said. “Not making the gym or the Coaches or myself the hero, but making the hero of the story be about the athletes and their success and presenting their story.”

Heather is the editor for Box Pro Magazine. Contact her at heather@peakemedia.com.