The Six Biggest Mistakes Golf Courses are Making on Facebook

The Don’ts of Facebook Marketing for Golf Courses

“Mistakes are part of the game. It’s how well you recover from them, that’s the mark of a great player.” – Alice Cooper

A new General Manager was hired at one of the first golf courses 19th Hole Media signed up to manage their social media pages. In my first conversation with him he told me he saw no value in social media.

“What do I care what people had to eat?”, he said.

In speaking with many golf course owners and general managers, they were of a similar opinion.

That was six years ago.

Through education, competition and the shifting purchasing habits of golfers most golf course owners and general managers realize the importance of social media in increasing rounds and revenue at their golf course.

Many, however, are doing it wrong.

Here is what NOT to do when marketing your golf course on Facebook:

Don’t Be Overly Promotional

People use Facebook to keep tabs on their family, friends and the companies that interest them. Selling on Facebook is acceptable, but not all the time.

How many of you would willingly sign up to watch TV commercials, look at magazines with only advertisements, or read newspaper ads without any news stories?

If all your posts are sales posts, your audience will get tired of your constant ads and stop following your course.
Another reason not to be overly promotional is that Facebook algorithms will show posts that get low engagement to fewer people. From analyzing thousands of Facebook posts, I can tell you that promotional posts get little to no engagement.

If you continually make posts that get little engagement, Facebook will show your posts to fewer and fewer of your followers.

Don’t Post Flyers

Many golf courses treat their Facebook page like an on-site bulletin board. They have their marketing team draft a flyer, blast it out via email and share it on social media.

Just like when you’re being overly promotional, flyers typically get little to no engagement. The less your Facebook followers engage with your posts, the less likely your posts will show up.

You also don’t want to post flyers because flyers usually contain a lot of text. Facebook will not allow you to boost – spend advertising dollars to reach more potential customers – any posts that have close to 20% text in the photo.

Facebook did this to limit an advertising look and feel to their platform. They also recognized that most photos with text had little to no engagement. And Facebook is all about engagement.

Lastly, consumers can spot, and ignore advertisements easily and flyers are easy-to-spot advertisements.

Think about opening your emails. Do you know which emails are promotional and which ones are not?

Most email users can immediately identify and delete any sales/promotional emails while recognizing emails that are important to them.

Think about watching TV. Do you watch commercials when you watch TV?

Most TV viewers now have a DVR to record programs and skip through commercials to watch their shows uninterrupted.

Think about retrieving the mail from your mailbox. Do you open and look at every piece of mail you receive?

Most people immediately discard mass mailings and open the letters that are important to them.

As consumers we’re constantly filtering out sales messages. Try your best to avoid anything that looks like an ad in your social media posting.

Don’t Post Too Infrequently

Another problem golf courses have is posting too infrequently. I can’t tell you how many golf course Facebook pages I’ve seen get started enthusiastically and then go dormant.

Many of your golfers are accustomed to getting information about their world from their social media pages. If your golf course is absent from posting to the people who want to hear from you the most, you’re missing out on a huge opportunity.

There are many reasons why golf courses’ Facebook pages go dormant: perhaps the person in charge of social media moved on, it wasn’t a priority, or there just wasn’t enough time in the day to commit to creating a vibrant social presence. (Which is why golf courses hire 19th Hole Media.)

Every day something worthy of social media is happening at your golf course. Identifying those opportunities and sharing them with the world takes a consistent, committed and focused effort.

Don’t Not Engage

Another big problem we see many golf courses struggle with on social media is responding when followers comment on stuff.

Imagine a customer comes to the counter at your golf shop and says what a wonderful time they had playing your course and the person behind the counter says nothing.

Better yet, imagine your golf shop full of golfers when your customer complains loudly about an experience they had at your golf course and the person behind the counter says nothing.

When golfers comment on your social media pages they are expecting a response, just as they would when they are at your golf course. Ignoring comments by followers not only misses an opportunity to connect further with the golfer who commented, but it also hurts your relationship with other golfers who see that you aren’t responding to your golfers.

The more you comment back, the more you encourage comments in the future. And the more engagement you have on your posts, the more Facebook will show your posts to your followers.

Don’t Post the Same Type of Post Over and Over

Just like you wouldn’t want to continually post advertising messages on your Facebook page, you also wouldn’t want to post the same type of post all the time on your Facebook page.

I see many golf courses who just share links to websites on their page. Facebook posts can be links to webpages, pictures, questions, testimonials, polls, videos and others. The more variety you have on your Facebook posts, the more likely your followers will stay engaged with your course.

Don’t Not Analyze Your Efforts

Facebook has an excellent analytical tool called Facebook Insights which monitors the success, or lack thereof for your Facebook efforts.

In addition to gathering valuable demographic information about your Facebook followers, Facebook Insights will also show you which Facebook posts are delivering results and which ones are not.

Analyzing your efforts will not only provide valuable feedback when it comes to posting on Facebook, but it will also give you valuable insight into other marketable aspects of your business.

The Back Nine for Social Media

As Alice Cooper would tell you, in golf and on social media, mistakes happen. If your golf course is guilty of any of the Facebook don’ts for golf courses, it’s not too late to turn things around.

Don’t be overly promotional, don’t post flyers, don’t post infrequently, don’t not engage your golfers, don’t post the same type of post over and over and don’t not analyze your efforts.

Instead, recover from your mistakes, be great, and do Facebook right.

Coming Soon How to Do Facebook Right at Your Golf Course: The Do’s of Facebook Marketing for Golf Courses

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19th Hole Media’s Top 10 List of 2015

At the end of the year, the 19th Hole Media team gets together to reflect on our successes and failures throughout the year. This meeting gives us an opportunity to fine-tune our direction and set new goals for the upcoming year.  These are the Top 10 things we accomplished in 2015.

Top 10 of 2015

10. Share Your Passion Scholarships

scholarshipsSince starting the Share Your Passion Scholarships in 2012, we’ve awarded scholarships to 17 deserving students. We have kept in contact with many scholarship winners and are still inspired by them. They continue to work towards following their passions and helping better the lives of others. This year we awarded 3 Share Your Passion Scholarships and gave out our first Student of the Year Scholarship Award to one of the hardest working students at The Tutoring Solution.

9. TV Appearance

11080661_10206382881436017_7712058961091484299_oZeb appeared on the Golf Life Video Channel for Fox Sports WEST. It was pretty darn cool to get on television.

8. Joined the Rotary Club

10984121_10154042856538840_6714998264776580589_nZeb was inducted into the Chino Rotary Club by Melinda Robbins, Dale Bright, and Steven Bremer. The Chino Rotary Club has been serving the Chino Valley since 1925. San Bernardino County Supervisor Curt Hagman spoke and my wife, Cindy, mom, Annie, and dad, Larry were all in attendance.

7. Speaking Engagements

zeb-speakingzeb-at-NGCOAOne of the things we enjoy most is educating others on growing their business. This year Zeb spoke with the San Bernardino County Workforce Investment Board, the Inland Empire Small Business Development Center, the Chino Valley Chamber of Commerce, Baldy View ROP, Small Business Summit, the California Golf Course Owners Association and the Golf Inc. Summit.

Topics for Zeb’s Speaking Engagements were:

  • Internet Marketing Strategies
  • Marketing with Facebook
  • How to Turn Your Business Into a Social Business
  • Marketing with LinkedIn
  • Marketing with Twitter
  • Social Media for Golf Courses
  • Innovative Marketing Tactics for Public Courses

6. #GolfChat

At the beginning of this year Zeb started #GolfChat. #GolfChat is a Twitter chat which happens every Tuesday at 5PM PST where some of the greatest minds in the golf industry come together to talk golf. #GolfChat has grown drastically since the beginning of the year and is a trending topic on Twitter every Tuesday. We’ve met so many amazing and passionate people working to grow golf.  A highlight of #GolfChat in 2015 was when professional golfer, Natalie Gulbis surprised #GolfChatters by giving away free tickets to the U.S. Open at Chambers Bay Golf Course.

5. Awards and Accolades

Screen Shot 2015-12-29 at 11.10.01 AMIt’s always nice to be recognized for the hard work you do. This year we were extremely grateful to receive a few unexpected awards:

4. Southern California Charity Golf Classic

11207321_10101061535855630_6436920246785791462_nWe hosted the 1st Annual Southern California Charity Golf Classic to raise money for several worthy charities on July 17 at Los Serranos Country Club.

With help from many in our community, the tournament helped raise $7,597.81 for charity.

We distributed the money to several charities including: Bark for Life, Boys Republic, California Scholastic Press Association, Chino Rotary, Corona Firefighters Benevolent Fund, House of Ruth, The Let It Be Foundation, Salvation Army, Share Your Passion Scholarship, and the Wounded Warrior Project.

We had such a great time with this, we’re planning on running it again in 2016!

3. Chairman of the Board at the Chino Valley Chamber of Commerce

11755429_1665688123649805_2385826912900505227_nOn July 27, Zeb was installed as Chairman of the Board for the Chino Valley Chamber of Commerce.

Becoming the Chairman of the Board has given Zeb an opportunity to help make local business owners more successful.

During his term of office, he set five goals to work towards in 2015/2016:

  • connect and work with other local business-related organizations
  • collaborate more with organizations that work to educate business owners
  • encourage and promote the involvement of young business owners in our community
  • enhance our use of technology
  • focus more on giving back

2. Lacey Gets Married

11934520_10101096973568170_4628964527126702956_o10339951_10208018878287700_1976316121632257612_nIn August this year Lacey got married to Ryan Bernholtz at a fun wedding in Santa Ana, CA.

In June, Lacey’s twin brother, Rocky married Megan Hutchinson at a beautiful wedding in Corona, CA.

Truly a notable year for the Welborn Family and there was another addition to family this year…

#1. Birth of Sebastian Welborn-De La Torre

monsterbashSebastian Welborn-De La Torre was born on Friday, November 13th at 9:52pm in Ontario at 8 pounds, 9 ounces.

Sebastian is a happy, healthy, and super cute baby.

Zeb says it’s awesome being a dad.


Thank you all for everything!  We hope you all have an amazing 2016.

Sign up for our email list to become a part of 19th Hole Media in 2016 – http://eepurl.com/OTrhf

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Zeb Welborn in Southland Golf Magazine

Zeb Welborn was chosen as a Game Changer in Southland Golf Magazine

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Source: Southland Golf – July 2015

Southland Golf takes an annual look at a few people in the Southland who are Game Changers. People who help, inspire, influence or positively impact the game. It’s this year’s Front Nine.

Click the link above to read the article or check out some of our favorite parts below.


ZEB WELBORN

The former school teacher now instructs course operators how to connect with golfers online.

“The marketing model has changed dramatically over the past decade. Marketing used to be static. With social media, it demands to be dynamic,” Welborn said recently while sipping lemonade at Anaheim Hills Golf Course. “The algorithm of social media is engagement. People connect with golf courses through their emotions. You have to touch those emotions.”

The use of photos and videos on social media are other keys to making an impression, Welborn said, but even those are evolving from just a few years ago.

“It’s not photos or videos of the golf course. It’s photos and videos of people’s experience on the golf course,” he said. “That’s what makes the connection. We’re in an age where people want to share the fun they’re having in their lives, and that’s what we market to other golfers.” SG

Read the full article >>

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How to Run a Facebook Contest for Golf Courses: A Case Study

Contests for free stuff are cool.

Not only are they cool, but they are a great way to create word-of-mouth marketing at your golf course.

Earlier this month we ran a Facebook contest for our client and here’s how we did it.

The Contest:

This particular client was in the process of renovating their putting green.  The course invested a lot of money to improve the experience for their golfers and wanted to let as many golfers as possible know about it.

Our Facebook contest announced the upgraded putting green and the copy for the contest went something like this (picture below):

“Contest for Free Golf:  If you could name our NEW putting green . . . What would you name it?

The comment with the Most “Likes” will win a Free twosome of Golf, Monday – Thursday, AND our Favorite Comment will also win a Free twosome Monday – Thursday.

Contest ends at 5pm PST on Friday, November 21.

Good Luck!”

The Anatomy of a Great Facebook Contest for Golf Courses:

  • Contest is Easy to Enter – The contest needs to be easy to enter.  This contest is super easy to enter.  All they need to do is name the putting green.
  • Rules are Simple – The simpler the contest is, the more likely people are going to enter it.
  • Compelling Picture – There needs to be a unique, authentic and compelling picture to make a great Facebook contest for your golf course.
  • Valuable Prize – The prize needs to be something your golfers want, but doesn’t need to be anything over the top.  I’ve seen golf courses give away 10 free rounds of golf to a contest winner or more.  A free twosome is all you need to get massive engagement on your Facebook page.
  • Clear End Date – Make sure you identify the end date of your contest.
  • Promote – Be sure to promote your contest in as many ways as you possibly can.  For this particular contest the golf course announced it via their email newsletter.  Other ideas could be to inform golfers at the point of sale, on the phone, and on your website.
  • Boost It – We knew this Facebook post would be popular so we boosted it.  Boosting a post on Facebook means Facebook will show it to more people.  For this contest we boosted the post by spending $5. A minor investment for a significant increase in exposure.

 

 

In the first comment to any contest post you should include the following disclaimer:

“By entering this contest, you agree to a complete release of Facebook from any or all liability in connection with this contest. This contest is in no way sponsored, endorsed or administered by, or associated with, Facebook.”

Now that you know how to create a killer contest, let’s take a look at the type of results you can expect from running one.

The Results:

At the start of this contest this particular Facebook page had 883 “Likes.”  Just 4 days later, their Facebook grew by 47 Likes to 930.

The contest itself reached 2,976 people, was liked 33 times, commented on 111 times, and shared 15 times.  From all posts, including shares, the post had more than 339 likes, comments, and shares – 78 total likes, 241 total comments, and 20 shares.  The post was also clicked on 409 times.

For a Facebook page with less than a 1,000 followers, those numbers are pretty darn good.  Nearly 3,000 people saw this and better yet, more than 400 people engaged with this one post.

By the Numbers:

  • 47 New Likes – 47 new golfers exposed to golf course content for life.
  • 2,976 People Reached – 2,976 people physically saw this post
  • 1,741 Organic Reach – Post reached 1,741 people for free
  • 1,235 Paid Reach – Paid $5 to boost the post which went to 1,235 more people
  • 33 Likes on the post itself
  • 111 Comments on the post itself
  • 15 Shares on the post itself
  • 339 Total Likes, Comments and Shares after considering shared content
  • 78 Total Likes
  • 241 Total Comments
  • 20 Total Shares
  • 409 Clicks on the post itself

Follow Up:

The benefits of running a Facebook contest for your golf course don’t end there.  A great contest leverages the experience of the golfers who entered and won the contest.

Be sure to announce and recognize the contest winners as soon as you can with a comment on the contest post.  Be sure to ask them to send you a direct message with their contact information.  Don’t forget to get their email address so you can add them to your email list.

Then, use their profile pictures and announce them on your main Facebook page giving them some recognition but also reminding your Facebook following that if they check your posts they can win free golf at your golf course.  This will give you an opportunity to advertise and market to your audience moving forward for free.

Now your contest post gets even more visibility.  In this post we reached an additional 495 people with 143 post clicks, 15 likes, 8 comments and 1 share.

The final thing you want to do is send an email to the winners.  This is the email we sent to the winners of this contest:
Congratulations on Winning A Free Twosome at (Golf Course)!

“(Name),

Congratulations on winning a free twosome of golf at (Golf Course).  Hope you enjoy your experience here.

If you’re interested, please take photos of your round and share them with me so I can post them on our Facebook page.

Thank you for participating!

Zeb”

 

If you’re open to it.  An even better email to send out would be something like this:

Subject:  Congratulations on Winning A Free Twosome at (Golf Course)!

“(Name),

Congratulations on winning a free twosome of golf at (Golf Course).  Hope you enjoy your experience here.

If you’re up for it, we’d love to play golf with you and use some of the photos from our round on our Facebook page.  May we join you?

Totally understand if you’d like to play golf without us.  Either way, just let us know.

Thank you for participating!

Zeb”

If they do invite you to join them for a free round, it’s a great opportunity to take lots of pictures you can then use to post on your Facebook page for months to come.  It also gives these golfers a chance to become loyal to your golf course.

If you can’t make it to play golf with them, send the first email and hopefully they will send you a picture of them at the golf course and you can use that to promote your free golf giveaway (and your golf course) even more.

Interested in learning more about running a Facebook contest for your golf course? Contact Zeb at (909) 973-9089 or email at Zeb@WelbornMedia.com

Bonus Content – Learn How to Run a Facebook PHOTO Contest!

Exclusively for members of our email list we’re sharing how to run a Facebook Photo Contest, the results we achieved, and teach you how to run your own photo contest.

Sign up now to learn how we ran a Facebook photo contest for another client of ours where we reached 2,972 people, collected multiple golfer-generated photos, and how we used those photos to promote our clients golf course even more!

Click Here to Learn How to Run a Facebook Photo Contest!

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Zeb Welborn, Amy Spittle, Nichole Tudor Nelson and John Hakim at the KemperSports Regional Golf Meeting at Desert Willow Golf Resort in Palm Springs, California.

Zeb Welborn & John Hakim Present at KemperSports Regional Meeting

Amy Spittle, Regional Sales and Marketing Director at KemperSports Golf Course & Hospitality Management invited John Hakim from Greenskeeper.org and Zeb Welborn from 19th Hole Media were invited to present at the KemperSports Regional Meeting held at Desert Willow Golf Resort.

Zeb Welborn, Amy Spittle, Nichole Tudor Nelson and John Hakim at the KemperSports Regional Golf Meeting at Desert Willow Golf Resort in Palm Springs, California.

The Social Golf Course

In our presentation we discussed our book, The Social Golf Course and its implications for the golf course industry.  We shared ideas on how employees can take part in the social media strategy at a golf course, how to use Facebook and Twitter, how to evaluate the ROI of social media, how to increase followers and a brief Q&A session.

KemperSports has an award-winning portfolio that includes nationally-ranked courses and tournament venues. They work to develop and manage a broad range of private clubsgolf resortspublic golf courses and municipal golf courses.  They have expanded their management expertise to include conference centerslodging operations and recreational facilities.

KemperSports continues to be a family-owned business with over 5,500 employees. They’re based in Northbrook, Illinois and operate regional offices in Northern California, Southern California, Dallas, South Florida and Maryland.

The KemperSports Regional Meeting presentation went extremely well and we’re so grateful that Amy gave John and Zeb the opportunity to speak to golf course owners, golf course operators, golf course general managers and golf course marketing directors on the importance of social media.  If you’d like John or Zeb to speak at your event, please email Zeb Welborn at Zeb@WelbornMedia.com

Thanks again Amy!

 

 

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Zeb Welborn Discusses The Social Golf Course on Golf Talk Live

Had a blast being interviewed by Ted J. Odorico on Golf Talk Live about my book, The Social Golf Course on March 13, 2014.

Listen to the interview here – http://www.blogtalkradio.com/golftalklive/2014/03/13/mar-13th-2014–coaches-corner-plus-guest-michele-trimarche-zeb-welborn

Golf Talk Live with Ted Odorico

Golf Talk Live with Ted Odorico

Golf Talk Live happens every Thursday starting at 6pm PST and Ted interviews “some of the best teachers, club makers, and golf industry types around the world.

Ted’s show starts off with an interactive segment between golfer and teacher. It’s an opportunity to talk with some of the best instructors in golf like:

  • Clint Wright – PGA Teaching Professional at R3 Golf Academy.
  • Stan Moore – PGA Teaching Professional  at BocaRatonGolfLesson.com.
  • Brian Dobbie – PGA Golf Professional at Montclair Golf Club, New Jersey.

He then transitions to a call in session from 6PM – 7PM CST where golfers can get some great tips from the “Coaches Corner” panel.

Later in the show, Ted interviewed PGA/LPGA Class A Professional – Michele Trimarche . . . And last, but certainly not least, me, Zeb Welborn to discuss the launch of “The Social Golf Course”.

During the interview we discussed The Social Golf Course, a book co-authored by Zeb Welborn of 19th Hole Media and John Hakim of Greenskeeper.org.  During the interview I was able to share my thoughts on social media, golf and the golf course industry.  Ted had some questions about his social media presence too and I was able to help him out with that a little bit as well.

All in all, I had a blast being on Ted’s Golf Talk Live and would encourage you to take a listen!

Mar. 13th, 2014 – Coaches Corner plus Guest- Michele Trimarche & Zeb Welborn

Ted Odorico interviews Zeb Welborn on Golf Talk Live

Ted Odorico

 

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Zeb Welborn Featured on Golf Life

Immediately after releasing my book, The Social Golf Course, I connected with Golf Life a website devoted to anything and everything golf.

Golf Life is a national television program that started in the late 90s, Golf Life is seen by 600,000 viewers each month who are watching in some of the 90 million homes we reach across the US.

Zeb Welborn author of The Social Golf Course interviewed by Golf Life

Golf Life

The article is pretty straight forward with questions about me and The Social Golf Course and my responses to those questions.  Thanks to the people at Golf Life for the post on their website.

“Golf Life got the chance to talk with author Zeb Welborn of 19th Hole Media about his new book The Social Golf Course: Increasing Rounds with Social Media that he co-wrote with John Hakim from Greenskeeper.org. The book is a basic introduction to golf course marketing with social media. Let’s learn more from Zeb Welborn.”

Please check out the article from Golf Life on Zeb Welborn, 19th Hole Media and The Social Golf Course.

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The Social Golf Course | Now Available in Amazon

The Social Golf Course

The Social Golf Course: Increasing Rounds with Social Media by Zeb Welborn from 19th Hole Media and John Hakim from Greenskeper.org

The Social Golf Course

Download the eBook on Amazon for Free (Tomorrow Only)

John Hakim and I, Zeb Welborn are excited to announce that our new book, The Social Golf Course: Increasing Rounds with Social Media is now available on Amazon.

We are giving the book away for free tomorrow, Wednesday, February 26.  To get your free downloadable copy, please click on the link – The Social Golf Course.

The Social Golf Course Tournament at Los Serranos Country Club on March 14, 2014

To promote the book, we are having a hard launch on March 14, 2014.  We will be holding a book signing and golf event at Los Serranos Country Club in Chino Hills, CA.  If you’re interested in playing in the tournament, it will be $60 which will include a round of golf and a signed copy of our book, The Social Golf Course.  You must RSVP to attend this event by contacting Zeb no later than March 1, 2014.

Phone: 909 973 9089
Email: Zeb@WelbornMedia.com

Additional Information on The Social Golf Course

John Hakim was a guest on the Defining Success Podcast on July 22, 2013 when we discussed creating this book for the golf course industry.  It’s been a lengthy and rewarding process to create this book to help educate golf courses on how to use social media to reach more customers.

David Kramer, from Los Serranos Country Club wrote the foreword to our book and in the foreword, he wrote, “I’m certain owners and operators of businesses in other industries will find an inspiring introduction to the practical benefits social media can provide for improving your relationship building with your marketplace and patrons.”

A special thank you to my Dad, Larry and my Mom, Annie for helping to edit the book.  Your expertise and insights were invaluable.  And to my sister, Lacey for designing the cover, formatting the book and assisting in the editing of the book.

Lastly, I’d like to thank you for being involved with us.  I encourage you to download the book, rate and review it in Amazon.

Thank you!

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How Do We Get More Younger Golfers Playing Golf?

How do we get more younger golfers playing golf?

One of the biggest reasons why the golf industry has been struggling in current years is because we’ve become complacent and lacked innovation.  Our times have changed over the past couple of decades and the golf industry, as a whole, has been slow to adapt.

Junior golfers are an important component toward growing the game.  As older golfers leave the sport, we need to be inspiring more younger golfers to take up the game to fill in the gaps.  In order to do this we need to communicate with a younger generation . . . the way they prefer to communicate.

Traditional media like magazines, newspapers and television ads are not viable options in todays internet and social media age.  Young people are using platforms like Facebook, Twitter, Instagram, Vine, YouTube videos and a variety of other to connect and communicate with one another.  They are also using those mediums to connect with their passions.

We are not giving young golfers the opportunity to connect with local golf courses and people in the golf community because, for the most part, local golf courses are not socially active online.

We’re missing out on the biggest opportunity of our time and are giving it up to other recreational sports and activities that are seizing this opportunity.  If we are to grow golf, we need to connect with younger golfers and speak their language using social media.

At 19th Hole Media, we’re helping to get the word out about social media and the impact it can have on the future of the golf course industry.  Please contact us to learn more about how we can get younger golfers playing at your golf course . . . Or, just to connect with us!

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