In this presentation, the speaker explains how providing detailed information in social‑media posts can convert viewers into customers. Using Glasgow’s Everyday Athlete gym as a concrete example, she shows how the gym combines clear descriptions of class times, dates, seasonal relevance, and strong calls‑to‑action (e.g., “sign up now”, “drop us a message”, “link in bio”) to make it easy for time‑poor users to act immediately. The post also mixes local hashtags with professional fitness hashtags to broaden discoverability. The speaker then outlines a quick‑look performance dashboard – the “listening and insight summary” – that aggregates followers, total posts, average engagement (with comments weighted higher than likes), best‑performing post, and a competitor content calendar, giving managers a snapshot of how their social strategy is performing. The talk ends with an invitation to click a blue help button for further assistance.
Chapters
Today we're looking at how giving the detail can help drive action on social media. Glasgow's Everyday Athlete gym uses Instagram both to inspire and educate their fitness family audience. The benefits of new classes or exercises are really clearly explained with lots of call to action on posts to sign up now or find out more. The gym also uses a really great blend of local hashtags as well as sort of professional ones, which means that they will appeal to a wider community and more people can discover them. But the real strength behind this post for me is the detail. So if I am interested, as you can see here, if I'm interested in trying this and I don't want to have to go and search a website for information which most people don't, most people just really time poor and they just want to know now then this gives me really clear detail and a strong call to action and it's the best way to make sure that I actually go and get booked up now. For me, any business can do this. It is just about making sure that you know that here they've got the times, they've got the dates. They are appealing to, you know, so wanting to warm up this winter. So, you know, they're appealing to the time of year. They're saying that you can sign up or you can drop in. So they're letting me know all the things. If you want to learn more, you can drop us a message or visit our website link in the bio. So they're telling me exactly what they want us to do, they're telling me exactly how they want to do it. And any business should be doing this. Just make it super, super clear to the customer what it is you actually want them to do off the back of your post. So this gym will want to understand maybe quite quickly whether their social media is working well for them. They might also want some detail. So what they could do is they could go to their maybe platform, they can look at the listening and insight summary. This quickly tells me, say I'm the manager or owner of the gym and someone else is doing the social for me, then I would want to look at. Okay, at a glance, how many followers do I have across all of my social channels? How often am I posting the total number of posts that I've done over Twitter, Facebook and Instagram? You can calculate the engagement as well. So looking at comments carrying more weight than likes, as we know, average number of posts across Facebook, Twitter and Instagram in the date range, average engagement across Facebook, Twitter and Instagram and then average engagement across Facebook, Twitter and Instagram per day. You can even look at your best post across all of them. And then you can start viewing your competitors content calendar as well. So it's just a really good way if I want to see at a glance how I'm performing now. If you've got any questions whatsoever, please click on the little blue button. We'd love to help.
