Social Media for Golf Courses

How Donald Trump Won the Presidency with Social Media

Regardless of how you feel about the election results, you witnessed a drastic shift in the way politics will be handled in the future. Golf courses and businesses should take note of the power and influence Donald Trump was able to yield through social media.

“The only thing worse than being talked about is not being talked about.” – Oscar Wilde

Our President-Elect, Donald Trump, made controversial statement after controversial statement throughout the campaign and – every time – our political pundits said he was done. He would not recover.

But, he did recover.

Not only did he recover, but he continued to make more and more controversial statements and each time his influence grew.

His campaign is a testament to the new age of marketing – the power of social media.

Donald Trump’s strategy was to make sure eyes, ears and minds were on him and only him.

His strategy worked and it will work for your golf course.

Trump’s campaign relied on one simple premise:

“There is no such thing as bad publicity…” – Brendan Behan

If you’ve ever thought to yourself social media doesn’t work, it’s a waste of time, or it can’t help to get more golfers playing golf, Trump just proved you wrong. Trump used social media to persuade our country.

In a traditional campaign, any number of Trump’s controversial remarks would have doomed his run for the presidency, yet he thrived.

With each tweet, Trump defied conventional thinking and the reason it worked is because his statements dominated the headlines nearly every day of the campaign election cycle. Every late night talk show host, news anchor, newspaper, magazine and media outlet mentioned Trump on an almost daily basis.

The free press Trump received far surpassed the mentions of Hillary Clinton throughout the entire election. Whether good, or bad, Trump was on the minds of the American people and we have social media to thank.

As the results were being read, many pointed to the fact that this election would “rewrite the history books.” Its ramifications will reverberate throughout the future of political campaigns.

Trump was able to activate an untapped voter base. In the same way, golf courses can use social media to tap into golfers who have considered taking up the game, but haven’t yet.

In every debate, Facebook and Twitter were mentioned – they even had a selfie spot at my polling place.

Donald Trump Social Media for Golf Courses

Those engaging in discussions on Facebook and Twitter permeated news feeds and those who proactively supported or endorsed either candidate influenced our election.

If you’re active on social media you’re an influencer. You have the ability to persuade others to your way of thinking in today’s connected age. If your golf course is active on social media, you have the ability to persuade golfers to choose you over another golf course – OR – to choose golf over another recreational activity.

And when they choose you, you have the ability to generate a “base” of followers who will overwhelmingly support you and your brand. So much so, that they’ll take to Twitter, to Facebook and other social channels to tell everyone just how great your golf course is.

Trump demonstrated the power and appeal of reaching the masses. If you’re not using social media you have zero influence on those people using it. If you use social media, you have the potential to tap into thousands of people on a daily basis to convince them to play golf at your golf course.

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How We Generated at Least $936 from One Golf Course Facebook Post

In November, we ran a golf course Facebook contest at a client golf course which we highlighted in a blog post we wrote titled, How to Run a Facebook Contest for Golf Courses: A Case Study.  The contest, which reached 2,976 golfers and had 409 people engage in the post, was won by Art Franco, who said he never played our clients golf course before.

Facebook Marketing for Golf Courses

Fast forward to April when Art Franco won another contest at our client golf course.

Facebook Golf Marketing

In five months, Art Franco said he’d played golf nine times at our client course.  Our client charges $52 per round during the week, so Art brought an additional (9 x $52) $468 in increased revenue.

I continued to follow up with Art via the Facebook messaging service and here’s what Art had to say:

Facebook Marketing for Golf Courses

According to Art, every time he played our client course he brought someone different, who had never played the golf course before.  Assuming he only brought one other person each time our one Facebook post can account for (9 x $52 x 2) $936 in increased revenue.  If he brought a foursome each time he played golf, our one golf course Facebook post can account for (9 x $52 x 4) $1,872 in increased revenue.

The Recap

Art had never played our clients’ golf course before.

Art brought at least nine golfers who had never played our clients’ golf course before.

At the minimum, 10 new golfers had been exposed to this “hidden gem.”

Our client course, at the very least, made $936 in increased revenue in a five-month span from one golf course Facebook post.  It’s likely that the actual number of increased revenue from rounds of golf was closer to $1,872 and that’s not even including food and beverage and purchases in the golf shop.

But, it still doesn’t even tell the full story.

The Full Story

Ten new golfers were exposed to this “hidden gem,” if they’re all as enthusiastic about golf as Art is then at least ($936 x 10) $9,360, or if they all brought foursomes, $18,720 could be attributed to this one golf course Facebook post.

In addition to Art’s involvement at our client course, our two contests reached more than 4,299 golfers and had more than 832 people respond to them.

Lastly, all of this happened within a span of five months.  When you calculate the lifetime value of these new customers from this one golf course Facebook post, what would that number be?  Could you do this daily?  How much revenue could you generate from using Facebook effectively?

Sign up now for our Social Media Scorecard to see if your golf course’s social media presence is up to par – http://19thholemedia.com/socialmediascorecard

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