Week 3 Part 2

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This semester, I am going to focus my efforts on helping a friend launch her health and wellness business which is focused primarily on weight loss.  

I have researched four top weight loss and wellness companies and one woman whose business is similar to what my friend’s business will be.

WW (Formerly Weight Watchers)
WW offers a scientifically proven program for weight loss and wellness, with Digital, Studio and Personal coaching solutions to help meet goals. For more than 55 years, WW has helped millions lose weight with the latest nutritional and behavior change science.

Social Media Platforms linked from site:  Facebook (2.9M), Twitter (326K), YouTube (51.9K), Pinterest (10M/monthly viewers), Instagram (1.3M), LinkedIn (41K)

Multiple posts per day on Facebook , Pinterest & Instagram (2/10/20).  Multiple posts per week on YouTube (1 month ago), Twitter (2/6/20), & LinkedIn (2/5/20).

WW has been very effective with maintaining a strong presence on social media platforms.  The links to each platform is easy and is found at the bottom of the home page.  Their posts are timely, appealing and add value to their audience.    Posting multiple times per day on Facebook, Pinterest and Instagram is perfect for their target market.  I found in interesting that they didn’t post more often on Twitter however.

Noom

Social Media Platforms linked from site: Facebook 765K (2/10/20) Daily, Twitter 14.7K (1/14/20) inconsistent, Instagram 303K (2/12/20) Daily, LinkedIn 13.5K (3 weeks) Monthly

Noom works with customers across the globe to help them create healthier habits, reduce their risk of chronic health problems, reverse disease, and foster healthier relationships with themselves in the process.

Noon is app based and although posts daily on Facebook and Instagram, is very inconsistent on Twitter.  Considering their target market is younger than WW, it is surprising that they don’t have more of a presence on Twitter.  Also very surprising that they do not have a strong presence on Pinterest as most of the other weight loss and wellness companies do.  

Jenny Craig
The Jenny Craig program is designed to provide structure and support to help members lose weight and learn how to keep it off. Jenny Craig was built on the belief that successful weight loss and weight management can be achieved through a healthy relationship with food, an active lifestyle and a balanced approach to living. These fundamentals make up three cornerstones of the Jenny Craig Program: Food, Body and Mind.

Social Media Platforms linked from site: Facebook 225.6K (2/10/20) Daily, Twitter 16.1K  (2/10/20) Multiple per day, Instagram 18.5K (2/10/20) Daily, Pinterest (4.8M/monthly), YouTube (2.33K) 1 week 

Jenny Craig also has a strong social media presence although it was quite surprising to see that the platform where they post the most is Twitter.  Twitter had multiple posts per day versus Instagram and Facebook was once daily.  I would be curious to know why they have chosen Twitter to be the platform with their most frequent posts.

Nutrisystem
Nutrisystem is a leader in the weight loss industry, having helped millions of people lose weight over the course of more than 45 years.
Nutrisystem offers safe, effective and scientifically backed weight loss plans, with a distinguished Science Advisory Board and strong clinical studies. All plans include comprehensive support and counseling options from trained weight loss coaches, registered dietitians and certified diabetes educators available seven days a week from an award-winning contact center. Nutrisystem, Inc., is a wholly owned subsidiary of Tivity Health, Inc.

Social Media Platforms linked from site: Facebook 415K (2/10/20) Multiple/day, Twitter 17.6K  (2/10/20) Multiple per day, Instagram  22.2K (2/10/20) Daily, Pinterest (10M/monthly), YouTube (5K) annually 

Nutrisystem has a strong Facebook following and does a great job posting multiple times per day to that site.  I wonder if their target market is an older age range than the other sites.  If so, that is a smart strategy.

Liz Josefsberg | Target 100

Liz Josefsberg is a health, wellness, and weight loss expert with over 15 years in the industry, spending eleven years as the Director of Brand Advocacy for Weight Watchers before starting her own consulting firm.

Social Media Platforms linked from site: Facebook 3K (2/10/20) daily, Instagram 14.6K (2/10/20) Daily, Pinterest (17k/monthly), YouTube (1.1K) 3 years ago

Liz Josefsberg is smart about her posts with a variety of interesting topics.  She tends to post the same thing on both Facebook and Instagram.  For those who follow her on both platforms, they may find that to be too repetitious.  

Through my research, I found that not every company in this industry posts in the same way.  It isn’t a surprise of what platforms they are using.  All of the sites had links to the social media platforms and were easily found.    I found it surprising how little the YouTube was used by the companies.  It seems like that could be a great tool in connecting with their customers or potential customers and the videos could be linked directly to the other social media platforms as well.  

Overall WW does the best job with using multiple platforms and changing up the posts with a variety of weight loss tips, recipes, personal transformation stories and work related promotions.  The other companies should certainly take note of their strategy.  

This project also made me observe the various focus on each of the platforms depending on the company and the customers they were trying to reach. I would be so curious to see each companies target market to see what they chose the platform that they did.  

 I included comments for the following classmates:
Leon Hunts
Hannah Burlingame
Dominic Zamora

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