The role of the internet and digital technology in marketing strategy are themes deserving further research (Celuch & Murphy, 2010; Day, 2011). Social media are used for promotional reasons (Nevin & Torres, 2012); for enhancing relationships with customers (Saperstein & Hastings, 2010; Wright, 2010) and for new service development (NSD) through integrating user-generated content in the development process. The purpose of this study is to determine how social media can be integrated into three areas of marketing strategy: the promotional effort; customer relationship management and NSD. Data was collected through in-depth, personal interviews of key informants in 8 fitness centres Greece and Finland. Results show that all firms promote their services through social media by using posts; shares, photos and videos that provide information about old or new services; new offers; events or other company news. Also, most firms use social media to handle complaints; develop and nurture a relationship with customers; reward customers for their loyalty, and inform customers of any changes in service provision; events or offers. Finally, the use of social media for NSD is mostly present in Greek fitness centres where customers vote for new service ideas through Facebook; are encouraged to provide their opinions on existing services; comment on any problems they face with services, and share any ideas they have. This study extends findings into the way social media can be formally incorporated into marketing strategy. Managerial implications are provided.