Sunday 5 May 2013

A Social Media Master – The Story of Ross Stewart

Let me introduce you to Ross Stewart:

Ross is small and loud… There you go. Done.

Come to think of it, that’s a pretty damn accurate way to describe why he’s been successful on social media! I can also say what I like about Ross, as he’s a very close friend of mine.

Ross has a coaching business, Ross Stewart Fitness & Nutrition, and has done for about two months. The reason I describe it as coaching business and not a personal training business is because they can be two very different things.

Ross was a personal trainer for three years. He provided personal training sessions in the gym he rented, and his training and diet advice was condensed into the hour long sessions you’d paid for. I’d say that’s an accurate description of the majority of personal training business out there.

Now I must add: Ross loves to witness huge improvements in clients. So to be fair to his old business, the service did go slightly further than the one hour long sessions. His clients could contact him at any time and he was fairly active on his personal Twitter account. He also keeps his knowledge of training techniques and nutritional findings up-to-date; he’s the kind of person that strives to improve himself on a daily basis.

However, after spending some time in Australia, Ross returned to start what is now his coaching business. The word coaching is used because he provides more than training sessions in a gym. Of course he is still a trainer and a nutritionist, but he is also an online coach, a motivator, a lifestyle coach, a businessman and a writer. He teaches people how to live a healthier, more active and enjoyable life.


Now that I’ve given you an understanding of Ross’s business, I’ll explain how he has used social media to catapult him into a position where he’s at his upper limit of clients, both online and off. Also how in the space of two months he has accrued 643 Facebook fans, with an average of 9000 engagements per week, and 385 Twitter followers, all ready to validate Ross Stewart Fitness & Nutrition.

 1.  Ross believes what he preaches, and boy does he preach!

There is nothing more obvious than when someone doesn’t believe in their own product. It shines through in the lack of passion in their content. People respond to passion, but how can you be passionate if you don’t believe in your content? 

When you can project passion people will respond and thrive off you. So don’t douse that what you truly believe. Shout about it.

Now, not everyone will agree with what you say. However, this is a good thing. A little controversy creates discussion, and if this discussion is happening on your page then guess what? You’re hosting the party! There’s also an argument that for people to love you, some people must hate you… I don’t really buy into this. However, I do believe that in order to be at the top of the pile, and have very loyal followers/clients, you will have to accept that people will disagree with you and try to depose you.

The take away: No one listens to the guy sitting on the fence.

         2.  Ross online is the same Ross offline.

Ross’s blog articles, Facebook posts and Tweets are all filled with his, let’s say, colourful personality. I’m sure he’d prefer me to use the adjective charismatic, but that aint gona happen!

Ross sometimes uses ‘flowery’ language and isn’t scared to say if he thinks something is shit. He uses ‘words’ like “y’all” and “bro”… But who cares!? He isn’t auditing your accounts! He’s trying to motivate you, make you look and feel better. So he can get away with this style, because it portrays a young, energetic and passion filled business; a coach whom you’d like to spend time with.

Now, if you’re a Lawyer or an accountant, or even wish to advertise a more conservative/professional brand, then you would adjust your style of writing accordingly; there’s no need to completely suck the personality from your content though. You can still radiate passion and credibility, while projecting a personality that provokes people to do business with you.

The take away: Be yourself and project your personality.

3.  He tells you where to find him.

At the bottom of every single post Ross includes a link to his website – In his Facebook about page and all over his Blog you can find links too. Forgive me if this seems like common sense, but it’s amazing how many people forget to include links to their website or links to where customers can by their product. It turns out that common sense isn’t that common.

Include links everywhere; in your Facebook posts, throughout blog articles… Don’t do the hard work of creating a loyal online community without providing easy access to your website or URL’s where transactions are made.

The take away: Provide accessible links.

         4.  Ross’s content is valuable.

People don’t follow Ross to find out what colour of Jack Wills sweatshirt he’s purchased that week (as important as shopping in Jack Wills is). They seek fitness and nutritional advice. They want to read his posts, tweets and articles and feel motivated.

 Here’s a good example of useful content from Ross’s Facebook page:

If you're going to eat breakfast make it high in protein and add some fat. Good examples of this are meat and nuts or eggs cooked in butter/coconut oil. Coffee with butter/coconut/MCT oil is also a solid alternative for those who feel they have to have something but are pushed for time.”

This content is laced with knowledge and advice. It is valuable, as time has been spent researching it, and the implications of following the advice will have a direct effect on your life.

The take away: An easy way to lose followers and fans is to post useless content.  Offer value.

5.  Ross follows the ‘Rule of Thirds’.

The content that you publish should be shared (fairly) evenly between:

1.       Promoting your services and achievements.
2.       Publishing unique, useful content.
3.       Sharing content written or discovered by others in your field. 

You don’t need to follow this rule exactly, but it’s a good place to start. It turns out Ross adheres to this rule quite accidently, but the fact remains that there is variety in Ross’s publications.

Your social media content must have variety in order to hold your audiences interest. Don’t let your social media pages become stale.

The take away: Mix up your content using the ‘Rule of Thirds’


Using these techniques Ross has built a community - not purely fans of his Facebook page and followers on Twitter. He has a community of loyal clients and ambassadors that will market his business for him, free of charge. This form of marketing is called word of mouth marketing, and is the Holy Grail for businesses striving to grow.

If you’d like more information on how to create a loyal online community, like the Dreamtheatre Facebook Page, or follow us on Twitter

To find out more about Ross Stewart Fitness & Nutrition, the same actions apply:


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