valuable part of their business.”
At Callaway, Coleman started with a
blank slate and crafted a cohesive social
media strategy to tell the company’s
story. The key is to let the platform drive
the content, he said, and he develops dif-
ferent voices to use on the various chan-
“The tone and message of what I’m trying to say is the same across platforms,
but the way we tell the story is different,”
For instance, Facebook has the oldest users and also the best engagement
rate. That means it’s the best site for links
that drive traffic to the Callaway website,
On the other hand, Snapchat use has
exploded with a younger crowd. It’s not
just silly selfies that add dog tongues and
noses to your face (ask your kids or grand-kids to show you). It’s a fun, less scripted
way to promote awareness of your company, Coleman said. He’s become the face
of Callaway on Snapchat, and rather than
using goofy filters, he tries to relate to
users without forcing a message on them.
“What I really like is it’s in the moment.
A nd from the consumer perspective, I
feel like people are really able to connect
with our brand,” Coleman said.
Video is one of the best ways to differentiate your brand and communicate
that differentiation to your clients, golf
strategist J.J. Keegan said during a recent
The numbers back up his claim. It is
predicted that 80 percent of global internet traffic will be attributed to video by
2019. Users watched 50 percent more
hours of video on YouTube in the past
year, and there are 8 billion daily video
views on Snapchat.
The best place to share videos may be
Facebook, Keegan said, thanks to the
website’s autoplay function. The social
media site logs 100 million hours of video
watch time per day.
Video also increases engagement across
platforms. Tweets are more likely to be
retweeted and shoppers are more likely to
purchase a product after watching a video.
“If you’re looking to boost your social
media presence, isn’t this a great way to do
it?” Keegan said.
Facebook Live is also growing in popu-
larity. Facebook users can broadcast live
video feeds from their smartphones, and
their followers will receive notification.
Just be careful to keep your camera steady,
and consider using a tripod. Users don’t
like a shaky video.
A recent Callaway post on Facebook
Live about customizing an MD3 Milled
Wedge at home has garnered more than
32,000 views. Another Live video revealed
limited edition Oakmont gear and
included giveaways; 200 users watched
and asked questions during the 10-min-
ute live feed.
With so many social media platforms
being introduced — and not always suc-
ceeding — how does Callaway decide
which to use?
“We’re always testing the waters,”
Not everything works. After develop-
ing a plan for a Tumblr account, Coleman
realized the audience just wasn’t there.
Instead of spending lots of time maintain-
ing fresh content on the site, he decided
to bow out and move on to the next idea.
While few golf courses have the staff to
handle social media marketing, there are
places to turn for help. Many marketing
consultants include social media among
For example, High Point, N.C.-based
Impact Golf Marketing offers content
management and posting services in addi-
tion to email marketing, website design
and database management.
“We understand that it is difficult for
clubs to manage their social media efforts,
as well as whether or not what they are
publishing will engage their fans,” the
company says on its website. “To fully
maximize social media, you have to build
a connection. While this all may sound
overwhelming, it’s not.”
Course Trends, based in Austin, Texas,
began managing social media and online-
reputation sites two years ago. It now
consults with more than 250 courses, said
Matthew Czisny, product marketing man-
ager. Each course is assigned a manager,
who helps translate business goals into
social media content, monitors activity
and responds to reviews on sites such as
Yelp and Google+. Services start at $350
“We have a bird’s-eye view of social
media across many properties,” Czisny
said. “We can see what works at one
course and replicate it.”
Kyle Maze has attracted thousands of followers to
his Instagram account with images like this one.