Peter Wilkinson Panther Social Media
Social media is playing a big role in golf PR – so much so that it is now possible to engage the services of a golf Facebook and Twitter campaigns specialist. That’s because marketing and social media for golf has been bizarrely overlooked by the sport in general – perhaps as a result of its indentured status as a sport with revered old traditions.
The pervasive atmosphere seems to have been that the game has survived for this long without requiring marketing and social media for golf PR, or indeed requiring much in the way of golf PR at all. Remember that golf has a built-in exclusivity that is at odds with its recent populist status: go try and get a round at a well regarded pro standard club with a poor handicap, or wearing the wrong trousers, and see how far it gets you.
There’s money to be made through increased membership though – and the golf Facebook and Twitter campaigns specialist is the go-to guy for building a club brand that delivers. Marketing and social media for golf revolves, like all social media marketing, around creating a brand personality for a club, which can then interact with existing and future members on a social network.
The ways in which this happens are dictated by the desires of the club and the available technology. For example, golf Facebook and Twitter campaigns specialists are able to create a much more inviting atmosphere for client clubs, by continually advising members of good playing conditions, available tee times and even by uploading current pictures of tee and fairway conditions.
Putative members, people in the social networks of the existing members, feel they are already engaging with the brand. From there it’s a short step to joining.
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