The report is a discussion on management information technology with special focus on how social media provides a platform to various businesses for communicating and delivering information to the social media. The company chosen here is PureGym Limited that represents a chain of no frill clubs meant especially for fitness in the United Kingdom (PureGym 2018). These chains of fitness club have its base point in Leeds along with gyms across UK. However, PureGym represents one of the largest chains of gym in Britain with a membership of around 900,000 members. These chains have further plans of opening around 300 gyms by the year 2020. The report therefore, put forward a brief overview of the company along with the services it provides. The report also identifies different social media and their connection to the business in terms of marketing, consumer feedback, management information and internal communication. The reach and functionality of social media have helped in changing the ways in which various brands undertake interaction with the potential and current consumers. Therefore, social networking and social media have helped in changing the landscape of the business both for those who adopted them and who have not. The report also puts forward recommendations drawn from the analysis.
PureGym Limited represents the largest gym chain of Britain that has acquired all the gyms from its rivals thereby bringing the number of gyms around 172 across United Kingdom (Puregym.com/about-us 2018). The gyms under this chain remains open on a 24-hour basis and offers exercise classes, free and fixed weight and cardio equipment. The gyms under this chain however do not have any sauna or swimming pool that is common to most gyms. The gym however has real time monitoring facilities that have direct link with the emergency services and the security staff. CCMP Capital owned PureGym privately along with the other investors.
PureGym Limited is considered great in terms of providing service to the customers. The gyms under this chain not only keep their prices lower but also make sure that they are easy and simple to understand. The gyms incorporate high quality equipments with state of the art facilities (puregym.com/equipment 2018). The gyms provide around 50 free classes each week with the freedom of joining or leaving as per the customer needs. The gyms under this chain facilitate its clients with online booking facilities.
PureGym offers fitness facilities for enjoying a healthy and fit lifestyle. The gyms under this chain offer convenient, affordable and simple means for everyone for achieving their health goals. Everyone within any age group can benefit from the facilities provided by PureGym (Puregym.com/puregym-group 2018). Be it from the design layout or the kit selection, the fitness club has therefore designed most of the gyms keeping its customers in mind. The gyms also provide higher quality kit and standard membership facilities thereby making sure that they have the best possible workout. Clients with standard memberships have complete access to all club facilities that even includes classes. Since most of the clubs remains open on a 24/7 basis therefore there exists no restrictions on the time of attendance. The clients can also opt for such membership online by choosing the option for the monthly membership (Puregym.com/gym-membership-deals-and-offers 2018).
The different types of social media platforms includes Face book, Twitter, YouTube, Instagram, Tumbler and Flicker
Face book is one of social media platforms that come with various advantages. The platform allows PureGym to sign free and get access to millions of customers. In addition, it also helps a business in gathering more leads and in reaching its targeted audience. The business is also able to build its brand loyalty and increase the web traffic (Carter 2013). Through Facebook the business can share photos and videos regarding its business and communicate directly with the clients. Unlike a website, Facebook business pages provide a personal touch. The social media platform also helps in gathering management information that might help in improving business operations. Through Facebook, PureGym, can also receive customer feedback and have a quick response to all the customer queries. This helps the business in developing personal relationship with the clients (Facebook.com/pg/facebook/about 2018). This social media platform enables multi level marketing through its tools of sharing and liking. This implies that once the page gets liked people along with their friends receives updates regarding the fitness club. Social media platforms like Facebook also help in promoting internal communication. This is enabled through the creation of groups where one of the members can offer information and ask question to the others thereby facilitating interaction and encouraging discussion. Facebook also help in promoting the concept of group chat thereby making it easier in urgently contacting the colleagues for quicker updates and urgent responses. Facebook through its mobile app facilitates also enables the staff of PureGym in staying connected even when they are on the move (Tsimonis and Dimitriadis 2014).
Twitter represents one of largest marketing phenomenon in the world of online business. This social media platform had a faster growth compared to any other media. Therefore, if used as a marketing platform then it can offer various benefits to the business (About.twitter.com 2018). Twitter enables PureGym to undertake effective marketing and thereby increase customer satisfaction. The potential customers can follow every business update in a real time manner. This will allow PureGym in adjusting all the business activities as per the reaction of the customers. This social media platform also helps in receiving immediate customer feedback that can help the company in undertaking further improvement. Twitters helps the business of the fitness club in breaking distant corporate image and undertake effective communication (Lee, Oh and Kim 2013). Twitter also provides a platform for engaging in day-to-day chats that let people know the importance of staying fit. Through Twitter, PureGym can draw customer attention through the announcements of various offline and online events thereby helping in generating profit. Twitter also helps in strengthening the connection with the local community that proves to be highly beneficial for a fitness club business. Twitter also helps the business with the necessary management information can plays a role in improving the operations of the company. Twitter also helps in the promotion of internal communication through engagement and localization. PureGym can therefore use the Twitter to directly converse with the partners and target the message to the employees. Twitter can also enable PureGym to undertake internal communication for spreading the message of volunteerism regarding a local event through distribution of extra tickets (Mihalcea and Savulescu 2013).
Business can expand the reach and power through by making use of a social media platform like YouTube. Business promotion of PureGym through You Tube helps in capturing the attention of the audience since it allows posting of live videos (Chen 2013). This social media platform ensures effective marketing since viewers spends millions of hours in watching You Tube videos. Marketing through You Tube will enable PureGym in generating higher volumes of traffic thereby ensuring that the business message in reaching millions of people who possess the potential of becoming the prospective customers. Through this social media platform, PureGym can also engage in viral marketing which implies that members or friends can share videos with others thereby creating a rippling effect. The creation and posting of You Tube video by PureGym can serve as a powerful asset in the generation of a mass appeal. In addition, the format followed by the social media platform makes it an ideal ground for staging the services of the company (Burgess and Green 2013). Further, a video serves as a great means for addressing the queries of the clients and solve common problems. You Tube also facilities business with information related to the management that in way helps in improving the company operations. You Tube also helps the fitness club in boosting their internal communication. PureGym can do so by the creation of video portal that will help in increasing access of the videos to employees thereby encouraging frequent viewing. This will also help PureGym in keeping a track of the most popular videos (Bharadwaj et al. 2013).
Instagram represents a powerful social media platform for the business as it helps in the creation of visual content (Instagram.com/about/us 2018). PureGym can use visuals and use this social media platform for better connection with the customers. Instagram however is the most engaged and active user base. This social media platform also helps PureGym in receiving customer feedback and build relationships. Thus, through this platform, PureGym will also be able to learn about the preferences of the people. Instagram have a hash tag tool that enables people in discovering newer content. This will help the fitness club in reaching the newer set of audience. PureGym will be able to fuel the marketing channels since the content created in this social platform shared easily across different marketing channels. Instagram can lead to the increase in the number of enrollments of the fitness club by promoting professional looking images in an easier and more affordable manner. Therefore, visual social media platforms like Instagram do more than generation of engagement. In addition, this social media platform also provides necessary management information that might help the fitness club in improving its operations. PureGym can set up an internal communication by setting a private Instagram account for the employees. The fitness clubs can also incorporate various tools for enabling the employees in sharing their knowledge, resolving queries and remain informed about the club and their co-workers (Gong 2015).
Tumblr represents a social networking and blogging platform having more than 131 million blogs (Tumblr.com 2018). This social media platform allows organization and people in sharing anything including post texts, photos, quotes, links, videos and music. Tumblr can benefit the business of PureGym by attracting higher amount of traffic along with providing facilities for micro blogging. Therefore, PureGym can undertake marketing through micro blogging that allows the business to easily and quickly share post with the social networks. In fact, this social media platform allows a business to flourish through posting of videos, images and links without the need of any additional content. This social media platform helps in enhancing business visibility through reposting of content and charges no fees for usage. Tumbler allows business to connect Google Analytics to the business account for tracking the statistics and progress. This helps in enhancing the online marketing capabilities. This social media platform encourages interaction that helps the business with the necessary customer feedback. Tumbler also has a unique tagging feature that might allow business like PureGym with tagging facilities. Business can also follow the back links that helps in increasing the page rank of the company. Tumbler therefore, proves to be an excellent platform for promotion of the brand. Through this social media platform, PureGym is able to extract the required management information necessary for improving its operations. PureGym can consider Tumbler as a great tool to undertake internal communication regarding any event taking through sharing of past videos and photos. As this social media platform is primarily visual therefore it serves as a unique means for not only promoting interest but at the same time creating an appeal for invitation.
Flicker is another social media platform for business promotion. PureGym can undertale marketing through flicker through video posting and image hosting (Flickr.com/about 2018). This social media platform is quite popular amongst the users for sharing and embedding personal photographs. Flicker can help the business name of PureGym and therefore help in increasing traffic to the website. This in turn also helps in increasing the traffic towards the Facebook and Twitter accounts. This social media platform also helps in building customer relationship for a business and ensures generation of customer feedback. Flicker also helps in encouraging word of mouth recommendations along with improvement in the rankings if search engine. Flicker also helps PureGym with necessary management information used for improving their operations. Business can use Flicker for internal communication through the integration of videos in their strategies. Communication professionals nowadays believe that videos are an effective means for internal communication.
Conclusion and Recommendations
The report ends with a discussion on the different types of social media and how they ensure in benefitting PureGym business in terms of marketing, customer feedback, management information and internal communication. The report also gives an overview about the company PureGym Limited along with its services. Social media marketing can help in the validation of the brand and if properly done increases awareness amongst the customers. Also the presence of the social media platform helps in enhancing customer loyalty towards the service provided by the company. Thus, social media represents the best outlets for reaching the minds of the people and thereby making a huge difference. Most of the popular social networking sites are designed in a manner so that they are user friendly. They are easily navigable and offer a better means of connecting with the newer audience.
It is therefore recommended for businesses to undertake promotions of their brand via various social media for the following reasons:
References:
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