A phenomenon of the 21st century, use of Social Media has gripped the planet. There are more than 1 billion active monthly users of Facebook, 350 million registered Twitter users, while You Tube has become the internet’s biggest search engine. Social Media has become the main method of communication for the younger generation and with the shift from PC and laptop use to mobile and tablet devices, Social Media is forecast to continue at an accelerated growth rate.
Importantly for the business community, Social Media has also evolved to become a hugely important commercial channel. 91% of experienced social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads.
The golf industry has responded well to Social Media and Scottish Golf has counted upwards of 200 clubs now engaged on Facebook and Twitter. English golfer Ian Poulter has more than 1.5m Twitter followers and this new form of communication has helped golf open its doors to the outside world.
Clubs can benefit in many ways from effective use of Social Media, whether it be through increased engagement with members or promotion to visitors. However, it’s important that clubs do not just use Social Media by ticking the box and saying they’ve done it, but embrace it within their marketing strategy and work hard to ensure it can realise its potential as a commercial communication tool.