Your brand’s business return on social media isn’t always about return on investment (ROI). Sometimes, it’s more about the return on relationship (ROR) and how well it is engaging members, customers and other stakeholders.
During a recent visit to my gym, I tweeted that I was having “another great morning in my Lifetime.” What made this tweet fun was the play on the word, ‘Lifetime.’ I wasn’t really talking about my lifetime in the generic sense; I was specifically referring to the Lifetime Fitness brand of fitness centers – where I have been a member for the last 14 years. I included a picture of the brand’s signature atrium in my tweet, along with a mention of Lifetime’s Twitter handle (@LifetimeFitness).
Within the hour and as I was working out, I received a direct message on my iPhone from @LifetimeFitness. Picking up on the double entendre of my first tweet, the brand responded back with a playful tweet of its own: "@duanebailey Is there ever a bad one? ;) Thanks for the shout out, happy Friday!"
What just happened?
Aside from the personalized greetings I had received from various members of the staff that morning, Lifetime found yet another way to engage and acknowledge me – this time, over a digital medium like Twitter. It was a fun and memorable member experience. And it’s the kind of interaction that continues to build and strengthen my relationship with the brand.
I was just having fun in my Lifetime. While I did not purchase any additional products or services that day as a result of that exchange, it's one more reason I'm planning on maintaining my membership as a loyal Lifetime member for years to come.