Your Facebook personna lets your students get to know as a ski instructor and as a person. As such, your posts should include a balanced mix of informative and entertaining articles, promotional content and the basic, friendly chatter that draws people to Facebook. A Facebook posting strategy keeps your students coming back while attracting new students who enjoy your content and overall personality. Read this article and learn about the what, when, how and why of Facebook posting.
What The Statistics Say About Posting On Facebook
An article on Entrepreneur lists seven statistics that can increase Facebook engagement.
1. Add photos: Photo posts get 39% more interaction. They also receive 53% more likes, 104 % more comments and 84% more click-throughs than text only posts.
2.Be concise: Posts below 250 characters get 60% more engagement. Posts below 80 characters receive 66% more engagement. Wordiness on the slopes can turn off students. The same applies to Facebook posts.
3. Use emoticons: Like it or not, those silly smilies increase engagement by 33%
4. Post on Thursday and Friday: These days have an 18% higher engagement rate. Every week, Facebook features “Throwback Thursday.” Use this feature to amuse your students with photos of those brightly colored stretch pants of the 1970’s.
5. Post questions: Question posts receive 100% more comments. Asking them gives you an idea of what your students want out of a ski lesson.
6.Run contests: 35% of Facebook users enjoy contests. Think of small trinkets you can give away to the winners.
7. Offer Discounts: 42% of users like getting coupons or special discounts. This opens up the possibility of teaming up with a local gear shop or other type of service.
Content Sources For Facebook Ski Instructors
Many of your students might already read Ski and Skiing Magazine. Look outside the box to come up with new content. These websites features articles that rarely receive coverage in traditional ski publications.
Although it’s designed for ski pros, don’t rule out the PSIA publication, 33 Degrees. Your students can benefit from thefitness articles
Your more advanced students might appreciate and understand some of the articles on balance, alignment and technique.
While not directly related to skiing, Swayy sends out daily content, based on what they see on your Facebook page. When you sign up, you can choose your primary topics of interest. They will also send you articles that are indirectly related to skiing, such as how a Grand Prix couse is being built around the Socchi Olympic Park.
Feel Good Posting
Feel good posting includes, humorous, ski-related memes, animal pictures, especially as they relate to ski resorts and posting one of the many, ski-specific versions of Pharrell Williams “Happy.”
If it suits your personality, you can occasionally add these to your posts. Use sparingly.
Off Season Posting
Some ski instructors set up a Facebook page, but stop turning out content as soon as the lifts stop turning. During the ski season, they discuss weather conditions at the slopes, interspersed with the occasional pitch for their own lessons. This strategy — or lack thereof — does not maintain the instructor-student relationship. You have many options for keeping the conversations alive, and not all of the discussions have to do with skiing. Here are some ideas:
- Off season fitness programs
- Summer travel plans
- Movies, both ski and non-skiing related
- Of season sports
- Ski-related novels
- Sporting events: You can use them to make an analogy to skiing. For example, the Uruguayan and the Brazillian teams lost because they were relying on one or two players. Discuss how relying on one or two muscles groups, “usually the quads,” has an adverse effect on skiing.
- Summer activities at your resort town. There’s usually a lot going on, and it’s a good way to keep your students connected
Balancing Content Marketing with Self Promotion
Creating your own content is an essential part of your social media strategy. An blog post on Buffer explains how much of it you should share. The article features a SlideShare from Rallyverse, called the “30-60-10 Golden Ratio for Social Marketing.”
1. 30 percent of your posts should feature “owned content,” including your articles, blog posts, videos you created and photos you took. Too much owned content makes you seem self-absorbed. Besides, it’s difficult to create brilliant posts on a regular basis.
2. 60 percent should feature curated content, or relevent articles you found from repsected sources, but don’t just post a link. Add your own commentary and ask your followers their opinion on the topic.
3. 10 percent of your posts should be promotional calls to action, such as ski with me this winter, join our women’s group, conquer mogul’s this season, etc.
Of course, you can modify all of these ideas to suit your clients. Before you design your Facebook posting strategy, look at your student’s pages. What is their posting pattern. Which type of posts are they most likely to “like.” Which posts do they share. What time of the day do they post. Make note of this information and create your Facebook posting plan.