By Laura Dixon

Forty-three years after Joseph Pilates’ passing, there are still people who think Pilates is a fad…well, not so fast!  Pilates has proven that it is here to stay. Social media is a term that leaves a lot of people in the Pilates world scratching their heads, but from the looks of things, it’s here to stay, too. So, what is social media, and how can we utilize it as studio owners, instructors and educators?

Use It or Lose An Opportunity
In a time when economic recovery is on the top of everyone’s minds, small business owners are forced to be more creative in their attempts to attract and maintain loyal customers. Most Pilates studio owners and program directors have had to cut back quite a bit on their advertising expenses in the past year. But does a smaller advertising budget have to mean less exposure? There are many Web-based social media tools that allow us to share news, insights, advice, even video, all while interacting with our clients. Sharing information this way allows businesses, both big and small, to create personal relationships with potential clients, before they even set one foot in the door for their first session. This video, from Socialnomics author and blogger Eric Qualman, reveals some incredible facts and figures about the power of social media. For a small Pilates business, the best thing about most social media opportunities is that they are available completely free of charge.

Facebook Face Time
More than 400 million people have ventured into the world of Facebook; 50 percent of whom log on every day by the company’s most recent count. An average user spends 55 minutes per day on the site. Facebook, if you don’t know, is a Web platform where users set up individual “profiles” and share information updates, photos and videos. It’s a great way to reconnect with old friends, but it’s an even better way to get the word out about your business.

You can get started by creating a Facebook business page for your studio, or even for your freelance Pilates business, where you can post links to upcoming studio events, industry-related articles, discussion topics and general announcements. (Here is a handy tutorial to get you started, from APOGEE Wellness.) Facebook business pages are the perfect forum to create a dialogue with your clients, or more importantly, potential clients. Trying to decide when to add a new class? Poll your Facebook “fans,” and you’ll probably get some prompt, honest responses. Adding a new feature to your studio? Announce it on your Facebook page, and you can create buzz and pique the interest of your fans. Better yet, try rewarding your fans by doing giveaways and contests, only available on Facebook. Every consumer appreciates recognition for their loyalty.

To Tweet or Not to Tweet?
As a Pilates professional, Twitter is a great way to connect to other people that share a passion for your profession. Twitter is a pretty simple web platform that allows users to send and receive short updates or “tweets” of up to 140 letters or characters. The tweets stack up vertically and form a news feed. You can follow other users’ feeds, and they can follow you back, which is where the networking and social aspect comes into the picture. Most people use Twitter as an avenue to share information, socialize and as a sort of “micro-blog,” where content is condensed into a sentence or two. (It’s also a great way to share links to longer blog content, if you have it.)

As for your Pilates business, Twitter can help develop your brand and create a new circle of professional contacts. Through your Twitter connection, you can bounce marketing ideas off of each other, share your successes, and gain support and advice when you need it the most. “With Twitter, I am exposed to a variety of Pilates teachers who are all trained in different schools,” says Kerrie Ann Frey, who teaches at Core Reform Pilates in New Orleans. “It’s like having a conversation at a workshop with a variety of people, and you can come and go as you need.”

Be mindful that Twitter is a public forum, and your voice will be heard loud and clear. Be sure to represent yourself and your business in a manner that you feel is professional and respectful to others. Most importantly, if someone attempts to communicate with you, return the favor! You never know where that one little tweet can lead.

Tip: If you have multiple Twitter accounts (i.e. personal and business) as well as a Facebook business page, you can consolidate them all through a service like Hootsuite, which shows all news feeds on one page. You can also choose to send single updates out on multiple accounts.

It’s a Blogger’s World…
Any individual who feels passionate about something can gain attention and build a professional reputation by expressing their ideas on a blog. In the Pilates world, blogs vary in focus and topic. Some share client success stories, and some share health and wellness information. Most importantly blogs are a platform to share your expertise and opinions. A successful blog can lead to greater recognition as a reliable source in the Pilates circle, and down the road can lead to surprising opportunities.

Lisa Johnson, owner of Modern Pilates, near Boston, saw her Twitter account turn into a regular blogging gig. “After becoming a very popular Pilates resource on Twitter, I had all these followers so I figured, I should start a blog and that was really well received,” she says. “My fitness blog led to a writing gig with AOL Health and also to an internet TV show… you just never know where social media will take you!”

If you’re interested in starting a blog of your own, Wordpress and Blogspot are popular blog hosts, and nowadays even Google has a blog service available.

New to Social Media?
If you have yet to jump onto the social media bandwagon, you may be at a slight advantage. Although you might worry that other studios and Pilates programs are out there in full force, you can learn from their current social media activity. Start out by following some of your colleagues on Twitter, become a fan of their business on Facebook and comment on their blog. Pay attention to their social media tone: Do they share useful information? Do people interact with them?  Do they respond to your comments?  Choose a role model that you think is doing it the right way, and you will feel more confident about joining the game. If you want to learn more and find tips on how to set up and use your new social media accounts, www.mashable.com is a great resource.

Announce Your Arrival
Once you have set up your Facebook Business page, opened a Twitter account and decided on a name for your blog, make sure your clients and audience know how to find you. Have your web designer post “buttons” on your website that link directly to your social media sites. Include your social media contact information on your studio flyers and business cards, and include links at the bottom of your e-mail blasts to clients. Make it easy for your contacts to connect with you, and they will be more likely to keep up with your latest endeavors.

Laura Dixon is the owner of Harmony Mind Body Fitness, Inc., a Pilates & Gyrotonic® studio in Chicago, and a STOTT PILATES® Instructor Trainer. You can find Harmony on Facebook and Twitter and even visit the studio’s new blog.
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