As the big weight-loss firms gear up for New Year's, typically their busiest time of year, some are emphasizing the size and scope of their online support networks. For other marketers, the homegrown social networks for Nutrisystem and Weight Watchers will no doubt spur envy: The former claims about 3 million people while Weight Watchers has 2.3 million. Both networks are only about three years old, and both brands have thriving communities on Facebook as well.
While 3 million or so is a drop in the bucket compared to Facebook's 500 million-plus, it should be noted that Walmart, for one, tried and failed to create its own private social network. These days, most brands set up communities on Facebook instead. Notable exceptions include Procter & Gamble's BeingGirl.com, which gets about 2 million visitors a month and Carnival Cruise Lines, which hosts a forum called Funville that boasts about 128,000 posts. Other private social networks are on a smaller scale. For instance, Kraft's Philadelphia Cream Cheese recently created a social network of about 30,000 women.
Chris Terrill, the chief marketing officer for Nutrisystem, says there's a reason why social networks catering to consumers in weight-loss mode work so well. "It's a natural part of the dieting process," says Terrill. "People get in a lot of trouble when they try to force a social network when there's no reason to congregate." In contrast, on Nutrisystem's network, consumers often look for support, recipes and tips to help them through their weight loss regimens. The company estimates that about 50% of its customers now include social media in their diet plans in an effort to stay accountable.
Weight Watchers, meanwhile, employs editors to help answer questions and create activities. For instance, a recent challenge to lose five pounds drew 15,000 participants, says Theresa DiMasi, vice president and editor-in-chief of WeightWatchers.com. Weight Watchers also has rolled out iPad and iPhone apps to help its followers through their diets.
"However they access us isn't important," says DiMasi. "We just want to provide support."
Sarah Hofstetter, senior vice president of emerging media and brand strategy for 360i, says most brands are better off using a Facebook page to corral fans. Weight Watchers and Nutrisystem, she says, are atypical because support networks are such a big part of their brands. "If they don't find a way to replicate that online, they're going to lose out," she says.