is a person with a passion for golf. The
job isn’t for money; it’s something we love
Though it looks like a group of guys all
contribute to the account, its just Maze.
He combines his artistic eye, the one-of-
a-kind setting of Papago and his Samsung
Galaxy Note 4 to create stunning course
photos and videos of swings that get tens
of thousands of views.
“To be a good, successful page, in my
opinion, you have to have a consistent
flow,” Maze said. “It’s got a rhythm to it.”
He thinks about the timing and how
each photo relates in the series. You have
to keep it interesting for your followers,
Maze said, so they’re not guessing what
the next post will be.
Once his account hit more than 10,000
followers, companies started reaching out
to partner with him for sponsored posts.
It’s a win-win situation: Maze gets com-
pensation for the posts, and the compa-
nies get their products promoted through
his account. Maze now has more than
OB Sports encourages its courses to
be creative with social media, said Dale
Moseke, vice president of sales and mar-
keting. While Papago has its partner-
ship with CartBarnGuys, other courses,
including Monarch Beach Golf Links in
Dana Point, Calif., and The Golf Club
at Vistoso in Tucson, Ariz., offer “selfie
“Traditionally content was defined and
then pushed out,” Moseke said. “Social
media shifted that around, and if a course
isn’t listening to what content guests are
speaking about, then they are missing a
The Pro Tour R&D department at
Callaway Golf had been off limits to your
average golfer for years.
It’s where Callaway crafts clubs for Phil
Mickelson and Patrick Reed, and where
the latest and greatest technology is developed. Not long ago, the magic happened
behind closed doors because there was no
way to share it with Calloway’s customer
But now, social media — think
Snapchat, Facebook Live and Instagram
— is throwing those doors wide open.
“It’s the kind of access golfers have
never had before,” said Chad Coleman,
social media manager for Callaway Golf.
“It’s a very cool way to take consumers
and fans to a place they wouldn’t normally
be able to go.”
In recent years, social media has become
a key marketing tool in many industries.
But few golf courses have embraced it.
Still, a few pioneers are paving the way —
from showcasing stunning courses on the
photo-sharing site Instagram to sharing
live video feeds.
Callaway added Coleman’s position
four years ago. He brought his agency-based experience creating social content
for huge brands.
But for most golf courses that are
embracing social media, it’s an existing
staff member who is adding the task to his
or her regular duties.
For example, Kyle Maze developed the
Instagram account @CartBarnGuys to
show what it’s like to work at Papago Golf
Course, a public course in Phoenix managed by OB Sports.
“On Instagram I want to give people
a view of what it’s like to play golf every
single day,” Maze said. “A cart barn guy
The promise of social media
Industry leaders are beginning to understand the power of platforms
such as Snapchat, Instagram and Facebook Live to promote their courses
and attract golfers. By Ka Tie Thisdell
Callaway films a social media segment with alan hocknell, senior VP of R&d,
after the company released its new Great Big Bertha driver.