Monthly Archives: August 2017

No. 2 Presidio

19th Hole Media: 5 Ways To Make Your Golf Course’s Social Media Better Today

No. 2 Presidio

So it’s nearly the end of summer 2017 and your golf course’s social media program is still lacking, listless and inconsistent. Instead of settling for more slow play on your course’s social media progress, do you want to get your course’s program on track and more on par with your competition? If so, this post is for you.

If you hired 19th Hole Media, here’s how we’d jump start your social media and get you more followers and ultimately more golfers this year and in 2018. The following is a list of five strategies that will improve your course’s social media today.

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More course photos/videos – When it comes to social media, your course is your best friend. Social medium is a visually driven medium, which is great news for golf because we’re the best looking sport out there. You need to leverage that advantage to your advantage as much and often as possible. Golfers simply don’t get tired of looking at your golf course.

This tip might strike you as intuitive, but I see many accounts who seem to miss this most basic of basics. I’ve seen Instagram accounts for resort courses where the course itself is a rumor. I believe this is largely due to marketing departments that don’t know golf (more on this is point No. 2), but whatever the reason, your course can’t gain golfers online it has no presence on your social. It’s like running social media for a restaurant and showing photos of only the parking lot or the bathroom. You wouldn’t do that. So don’t do that to your golf course.

Instead, invoke a Pavlovian response from your golfers and entice them to come play, especially when your course conditions are at their peak.

You can also further following and engagement by …

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Talking about golf – A short list of topics golfers like to talk about: golf. What are you doing to encourage this conversation and recruit golfers to your course and deepen loyalty of your members? You can start by asking simple questions about your course such as, “What’s your favorite hole/favorite tee shot/club?” and move on to more advanced topics such as how you’d play a certain hole/shot.

This is where the golf know-how many marketing departments seem to lack comes into play. If you don’t know the game, you’re already behind the ball because it also means you can’t talk the game. Mis-steps in golf terminology/lingo are a major turnoff to your audience and, conversely, being able to speak their language turns them into your golf buddy – and you want as many golf buddies possible.

This is the one of the major things that separates 19th Hole Media from many of the agencies – we know golf. Don’t discount how major that is for interacting with your audience.

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Create more content – Most courses simply don’t produce enough content, which is obviously the lifeblood of social. It’s really easy to underdo content, but it’s very hard to overdo it, so you shouldn’t be shy about posting, although the one channel you don’t want to overload is Facebook. By posting more than three times a day, you cannibalize your own content.

There are many sources of content, but, besides your course, the low-hanging fruit is what’s in your golf shop and kitchen. Take photos of what is likely right in front of your face and use it to recruit followers and expand your audience by adding talking points to your social media.

Be active – This follows naturally from the previous point but it doesn’t mean just posting more content; it also means engaging with your audience. The more you put out, the more will eventually come back and you need to have someone dedicated to fostering that engagement to capitalize and convert on your efforts.

Remember this: Your audience will mostly mimic your habits and will only have the expectation you give them. And avoid the start/stop social media that plagues many course accounts and will make you seem like a bad boyfriend to your followers. Consistency is key, which is why you need to …

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Have a plan and stick to it –
Besides identifying content, the first step to creating a plan is being realistic about setting a posting schedule you can maintain. With a limited staff, that might not be that often, which is a great reason for outsourcing. 19th Hole Media has the time because that’s ALL we do.

Daily posting on Facebook and at least 3-4 times a week for Twitter/Instagram is a schedule has gotten great results for our course clients, but that might be more than your staff can sustain on its own. It all depends on where the social media responsibility on your staff lies. If it’s with someone who has five other jobs, I can tell you from experience that social media is unlikely to be a priority – and it needs to be.

Without someone on staff who has a social media mindset, opportunities will be missed and your social media will continue to underperform. 19th Hole Media can be that person by encouraging social media involvement and fostering goods habits and awareness of social media opportunities. Who’s ready for a conversation that will change your course’s social media game today?

To receive a FREE social media consultation from 19th Hole Media, please contact Zeb (zeb@welbornmedia.com) or myself (corey.ross@yahoo.com).

trophy - golf digest

2017 PGA Championship Preview

trophy - golf digest

Photo: www.golfdigest.com

Jordan Spieth’s finishing flurry to claim the British Open title ended the revolving door of first-time major winners and instead put the Tour awesomely back on the doorstep of major history.

With a win at this week’s PGA Championship at Quail Hollow, Spieth would become the youngest player ever to achieve golf’s career Grand Slam. Spieth has been installed as the co-favorite according to this site here to do just that, along with Rory McIroy, a past champion at Quail Hollow and the course record holder.

Were Spieth to pull it off, he’d bag an avalanche of career accolades the likes of which even Tiger Woods can’t match and also put himself squarely in the driver’s seat to be the Tour’s player of the year. He would also further threaten Dustin Johnson’s position as world No. 1.

Will Johnson, McIlroy or another world elite stand in the way, or will Spieth make some head-turning history that would give the Tour a dramatic finish to the major season?

We’ll start to find out on Thurs. Here’s a look at the top storylines heading into the week.

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www.pga.com

Jordan Rules? – By going 5-under over the final four holes at Royal Birkdale to claim the Claret Jug, Spieth put the Tour back on some refreshing historical footing. Only five men have claimed the career Grand Slam and Spieth is gunning to become the sixth and faster than any of them.

Spieth enters the PGA on a run of consecutive victories and aiming to topple Tiger as the youngest player ever to claim the career Slam, doing so with some Tiger-esque moments such as jarring a 50-foot eagle putt at the British to spark his final charge.

Spieth’s impeccable putter and short game have earned him his place in history. But on a long and difficult driving golf course, will it be enough to get the career Slam up-and-down?

One of the few reasons to doubt:L He doesn’t have a track record here (he’s only played once in the Tour’s Wells Fargo Championship); his co-favorite does.

roryatpga - pga.com

www.pga.com

Rory’s Quail Tale – Though he hasn’t won on Tour in 2017, Rory is listed as co-favorite largely because of his track record at Quail.

Rory has two victories and six top-10s at Quail Hollow and holds the course record (61). After a slow start at the British, McIlroy rebounded to show flashes of his old self. McIlroy has battled a fractured rib much of the season, but he and his game finally look healthy again. At the WGC Bridgestone Invitational, McIroy set a 54-hole record with 38 drivers over 300 yards.

That particularly matters going to the PGA at Quail Hollow, because …

Bombs Away – Quail Hollow is a bomber’s course. The Golf Channel’s Brandel Chamblee noted to start the week that the majority of past champions at Quail can be found atop the driving stats for the week.
The recently re-designed course sets the tone with an opening par 4 that plays to 524 yards. It’s one of three for the week playing over 500 yards for the week.

That plays to Rory’s favor, but it will also have other tour big boppers, such as world No. 1 Dustin Johnson, looking to cash in and capture the year’s final major. Johnson’s driver is never in doubt, but will his putter hold up? Same goes for McIroy, who’s playing with a new caddie, a switch that didn’t go so well for Phil Mickelson at the British Open.

In a close contest where every stroke matters, will Rory’s decision come back to haunt him? The door is certainly wide open for second-guessing. If Rory wins and slams it shut, he’ll have major momentum going for his own career slam again at the Masters in 2018.

Will There Be Reign or Just Rain? –
As of now, the forecast for the week is a major bummer. A wet week seems in store, with a projected 100 percent chance of rain on Friday. The Charlotte Observer says a solid 50 percent chance is in the forecast for every day up to Sunday.

Who will dodge the bogeys between rains drops and make birdies when the sun shines? Will the elements even more favor a player with a track record at Quail Hollow? If so, besides McIlroy, Rickie Fowler and Phil Mickelson head that list.

Or will the wet Bermuda roof tilt the advantage to strong iron players? If so, advantage Spieth. But a soggy slog to the title seems certain for someone.

No.8pga - pga.com

www.pga.com

Hello, PGA in May – New PGA Tour Commissioner Jay Monahan is looking to shake up the Tour schedule, which has major implications for the PGA Championship.

The Tour announced the PGA will move to May starting in 2019, placing it between the Masters and the U.S. Open with its vacated August date allowing for early start to the FedEx Cup playoffs.

You’ll undoubtedly hear the changed debated during the 2017 PGA broadcast, which seems ideal Thurs./Fri. rainy day talk. When it turns to the weekend, however, Spieth will be the most talked about Jordan since Michael in North Carolina if he’s got the Grand Slam in his sights. Can he just do it? We start to find out on Thurs.