How to Master Your Club’s Social Media
Social Media has created a platform for golf clubs to promote themselves and share their news instantly and for free. It has also given them the opportunity to stay better connected with their membership and reach a large pool of potential new customers.
Below we have outlined why it is important to master your club’s social media and how to use this powerful tool to maximise the benefits for your club.
Why Is Social Media So Important?
It’s not only beneficial to post regularly on social media… it’s crucial. There has never been a more lucrative marketing platform. As of December 2020, approximately 76% of the population are on Facebook (51m in the UK, up from 39m in September 2018). Creating and managing an effective social media presence is the key to creating persuasive and appealing content that would connect with your audience. The idea is to reach out to golfers to create awareness and recognition before they really connect with you as a club. A better connection with golfers will lead to more loyal members and customers and ensure a steady revenue stream and long-term stability.
Create The Right Type of Content
Posting regularly on social media is an excellent way to create and develop your club’s public narrative. For many people, your social media posts will be their first interaction with your club. It is therefore important to ensure that your content matches the way you want your club to be perceived. Using high quality photographs or videos of your course or facilities are excellent ways to both portray an exceptional golf facility and capture people’s attention. We have put a couple of examples below
When creating your content, it is essential to keep that in mind you are not just competing against other golf clubs. You are also competing for people’s attention with other businesses and their friend and family. Make sure your posts stand out!
Separate your internal communications
Social Media offers clubs the opportunity to communicate better and stay connected with their membership. It can also be used as an effective membership retention tool.
However, many clubs fall into the trap of posting internal communications such as medal results and daily course updates on their public social media pages. These types of posts are not likely to attract golfers to play your course or join your club. They can also make your page look messy or negatively affect your club’s public image. Consider using a tool such as a Private Facebook Group to communicate any internal communications with your membership using social media.
(Check out our blog on Private Facebook Groups to learn how to set up and manage them properly – caddiemarketing.co.uk/2021/01/18/stay-connected-with-your-membership-using-a-private-facebook-group)
Select the right person
You wouldn’t hire someone with no greenkeeping skills or knowledge to maintain your course. It is just as essential that you select the right type of person to manage your social media accounts. The choice of who manages your social media accounts will also have an impact on your ability to post regularly. Here are a few of the key attributes we believe this person should have:
- Good understanding of and passion for the golf club
- Good understanding of using Social Media (posting content, managing private groups)
- Ability to create engaging content
- Able to dedicate necessary time to create content and respond quickly to comments and private messages
- Ability to communicate in a professional and appropriate manner
- Ability to deal with negative comments and issues in a professional and appropriate manner
Managing your social media accounts can be a very time consuming job, especially as the pages become more popular. Often the responsibility for this is given to roles such as general manager, captain or head greenkeeper. However, these are already extremely busy roles. It therefore may be worth finding someone within your membership who is suitable to take on the role. You could offer to waive their membership fees in return for their services. Whoever you choose to manage your social media accounts, keep in mind that this person will be representing and communicating as the club. Pick the right person!
Without regular content it is easy for your social media voice to be drowned out. Planning ahead is essential to ensure you are going to be posting engaging content on a consistent basis. Below we have put together an example of one week worth of posts using popular hashtags:
#mondaymotivation – Post scenic picture of your course or inspirational golf related quote
#tuesdaytreat – Post information about discount in pro shop, visitor green fee deal
#wednesdaywisdom – Post a video of quick tip from your pro
#throwbackthursday – Post about an interesting event or fact from your club’s history
#fridayfeeling – Post picture of golfers playing your course
#saturdayvibes – Post video of golfers teeing off during saturday medal
#sundayfunday – Post weekend green fee rate, any available tee times, photo/video of course
Creating a content calendar is an excellent tool to help keep you organised. Your content calendar should include the following:
- A list of content you are planning on creating
- The dates and times you plan on posting them
- Information about what you plan to post on each individual platform
- Major events within your club’s calendar – introduction of membership packages, green fee deals
- Information on times and days that your audience is most active on your social media channels
Facebook and social media tools such as Hootsuite allow you to schedule posts for future dates and times. Once you have created your content calendar, you could write all of your posts in one day, and schedule each for when you would like it to be published, meaning you don’t need to worry about posting them for the rest of the month.
Social Media Toolkit
Creating regular, engaging and eye-catching content is essential in today’s world. Thankfully there are a number of online social media tools that you can use to both create and plan your content. Below is a list of some of the tools that we believe golf clubs should consider using:
Hootsuite is a social media management platform that covers almost every aspect of a social media manager’s role.
With just one platform users are able to do the simple tasks like create content and schedule posts all the way up to managing team members and measuring ROI.
Cava is one of a new breed of “no tech or design skills required” content creation tools. From pre-sized social media image templates to marketing materials, documents, presentations, invitations and ads, you’ll find almost everything you need. You can even upload your own images and add text to them. An truly excellent tool for creating eye catching and engaging content
Lumen5 is a video creation platform designed for brands and businesses to produce engaging video content for social posts, stories, and ads. The built-in media library offers access to millions of stock footage, photos, and soundtracks. This means that anyone is able to easily create amazing videos in minutes without training or experience.
How Caddie Marketing can help you
Interested in learning more about how to master your club’s social media? We would love to hear from you!
Our social media management service frees up your time to get on with managing your club. You’ll be safe in the knowledge that your golf club is active on social media, and your posts and messaging are crafted in a way that portrays your club in a professional and effective manner.
For more information about our Social Media Management service, click the link below