Question

Topic: Social Media

Posting Customers Warnings: Good Social Media?

Posted by max on 9/24/2016 at 2:20 AM ET 50 Points
The message below was posted on Facebook by a local commercial gym.

My question is: Do marketing professionals here feel this is an appropriate use of social media? It feels to me more like the kind of warning I'd expect from a government department than from a commercial gym trying to attract new members and retain existing members.

Wouldn't it be better to deliver such marcoms in private to individual transgressors rather than stating them as a public warning? What is the potential negative brand impact? Or am I being oversensitive? To me, this is poor marketing.

Any thoughts welcomed.

Thanks

Max

——————————————————————-

"GROUP EXERCISE CLASSES - CANCELLATION CHARGE ⚡️
With effect from Monday 10th October, members who fail to cancel a pre-booked class and do not attend will be charged £3.00 and have their booking privilege removed until the fine is paid.

Cancelling your reservation have never been easier; in centre 🏢 on the telephone ☎️ online 💻 or via the app 📱
All that we ask is that you remove your name from the booking up to three hours prior to the start of the class - this allows enough time for other members to take advantage of the space 👍
☎️ 01252 873454 ☎️
www.everyoneactive.com/frogmore
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/24/2016 at 9:09 AM Member
    This would seem to be a change of terms of use of a membership agreement. Is it appropriate? It depends on the level of communication the business has with its members.
  • Posted by max on 9/24/2016 at 9:51 AM Author
    I guess you could say it is a change - but surely a social media channel isn't the place to do that sort of thing?
  • Posted by mgoodman on 9/24/2016 at 3:15 PM Accepted
    I have less of a problem with the medium than with the tone of the communication. The focus seems to be more on the penalty than on the benefit (for all members). If re-positioned so that it read like a member benefit, then communicating via social media could be totally appropriate.

    "To insure availability of the facility for all members, we ask that you cancel any reservation you are unable to use at least 3 hours prior to the start-time. Failure to do so penalizes other members who would want to participate and will result in a non-cancellation fee of £3.00 which will be donated in full to [charity name]. Thanks in advance for your cooperation."
  • Posted by max on 9/24/2016 at 3:24 PM Author
    That's a really good take, thank you. I guess all channels can be used ghee aol messages then?
  • Posted by Gary Bloomer on 9/25/2016 at 12:23 PM Member
    I agree that the tone is a little ... heavy.
  • Posted by svarnum on 9/26/2016 at 9:24 AM Member
    I agree with mgoodman. Social media is a perfectly good way to send a general message, but the emphasis should have been on the benefit of the change to all members, not just slapping the transgressors.
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