The document outlines Life Time Fitness' strategy for using social media. It began with a pilot program at 5 clubs to test posting on social media daily. This was later expanded to all 109 clubs. The strategy focused on using social media to foster conversations and connections with members. Key wins included exponentially increasing social media impact, more engaged members, and highly shared local club posts that were spread nationally. The approach leveraged existing team members as advocates for social media instead of additional hiring.