Golf clubs are experiencing a decline in membership due to a number of factors. Market conditions are pressuring clubs to drop prices and an apparent lack of interest in the game on the part of potential new golfers is causing clubs to find new ways to engage with their audience.
Social media use gives courses the opportunity to reach out to a whole new community of golfers: and to cement links with their existing members by enhancing their experience. Social media allows golf courses to develop location specific connections with their new audience and increase the number of rounds played by engaged members who are starting to love their course again.
Facebook, YouTube and Twitter all have their parts to play in raising your social media profile and encouraging your members to fall in love with you. Facebook is used to create a place where your members can interact with each other, sharing their experience of rounds on your course. YouTube is used to deliver training, instruction, course tours and even individual hole walkthroughs by the pro on your site.
Cross promote with Facebook at this point by posting your YouTube videos on Facebook as well. That way you’ll encourage your Facebook members to start suggesting topics for future video updates – behind the scenes footage, classic play, even uploads of their own videos of their best rounds.
Remember the goal is to create a community that feels empowered, special, engaged. If your members want to dictate some of your social media content they should be allowed to do so. You’ll be amazed by the speed with which comment threads about member posted videos develop!
Twitter can be used to deliver live feeds of top tips from your pro – and to have members comment live on the round they are currently playing. Other members following the Tweets can join the conversation – which of course makes them think about calling up and booking a round of their own.
Initially, you need to take care of SEO and paid advertising to position your course site in the right places. Analyse Tweet streams and take advantage of Ad Words and LinkedIn paid ads to raise your profile in the most fruitful locations. Then develop your social media presence to answer the needs of your members.
Remember, you can ask members what they want out of your social media as you build. Listen, learn and implement your way to success.
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