Love ‘em or leave ’em, social networks are now a major part of modern life. Facebookers , tweeters, yelpers, you name it…people today are plugged into the internet in more ways than anyone imagined possible even a decade ago.
The ubiquitous nature of the net is an irresistible force that inevitably draws marketers to take advantage of all those eyeballs on so many screens. To be successful in an increasingly competitive market like the golf industry, golf clubs must learn to adapt to the intricacies of social media marketing.
YouTube offers golf clubs the dream of free viral campaigns that, dollar for dollar, can’t be beat. Just see what it did for Gungnam Style and South Korean mega-star Psy. The ultimate social network today, Facebook, sits on the top of the heap as far as marketing and promotional potential is concerned (Facebook boasts nearly one billion users).
During his 2008 presidential campaign, Barrack Obama used several social media platforms to reach out to young voters in an unprecedented political stratagem. Instead of relying on older, more traditional methods of voter outreach, registration and education, Obama left many of his political rivals in the dust by tapping into modern technology.
Obama used cell phones to text messages directly to voters and used the internet to catalyze his base. By the time his opponents realized the scope of his visionary campaign, it was too late. It is doubtful that any crafty political hopeful will forget this lesson in years to come.
The landscape has changed; there is no doubt about it. Clubs that wish to survive will be forced to adapt to the new environment. The good news is: marketing in the new social media is often comparatively inexpensive and provides access to a vast global community. It also allows golf clubs to reach a more focused audience than ever before. For those with the imagination to exploit the opportunities that the internet offers, members and customers are closer than ever. Like it or lump it, the social network is here to stay. So, learn to live with it and put it to work for you to grow your club’s business!