Top 5 Reasons Why You Should NOT Set Up Automatic Posting On Your Social Media Accounts – And How To Do It Anyways

Before I tell you how to set up automatic posting for all your golf course social media accounts, let me tell you why you absolutely should NOT do it:

  1. It Screams Inauthenticity: To engage in social media effectively, you need to use each channel as it was intended. Posting the same exact message on your Facebook, Twitter, LinkedIn, Instagram, Snapchat, Pinterest will tell your followers that you’re not engaging with anyone, you’re just blasting out a message. Remember, the key word in social media is “SOCIAL.” If you think socially and interact with your followers you’re much more likely to connect with golfers and encourage them to play your golf course more often.
  2. Social Media Channels Will Limit Your Reach: Facebook and other social media channels have become more sophisticated in identifying when a third party tool like HootSuite is posting to your golf courses Facebook page on your behalf. As a result, they will make sure your posts show up less than if you posted them directly inside of Facebook.
  3. Your Message Won’t Look Right: Each social media channel operates differently than the others. Instagram and Twitter are #Hashtag heavy, while Facebook and LinkedIn are not. Twitter can only post 140 characters at a time. When you share blog articles each platform pulls different website data to automatically populate the posts. Each social media channel has its own socially acceptable behavior. When you set up automatic posting for your golf course, you’re failing to reach your audience in the way they’d like to be reached.
  4. You’ll Miss Out: If you only post in third party apps, you’ll miss out on opportunities that come from operating organically in each one of those social media pages. When logging into your accounts directly on your various social media channels you’ll be able to conduct outreach in those channels. If you’re relying solely on getting a message out there, you are missing out on opportunities to build connections and collaborate with other referral sources, golfers, local businesses, and your community.
  5. Neglect Advertising Opportunities: The advertising feature in each social media platform operates differently too. As more and more consumers flock to social media, these social media channels will require more and more advertising to reach target audiences. If you’ve seen your Facebook reach lately you have probably realized that Facebook only shows each post to a small percentage of those who have liked your page. Spending money on social media advertising is an extremely affordable and effective way to reach your target audience. Use of an automatic posting tool will not help you identify advertising opportunities within the various social media channels.

Zeb Welborn, Michael Lautenbach, Cameron Carr, Amy Spittle, CGCOA, California Golf Course Owner's Association, Tustin Ranch Golf Club

Although I recommend not setting up automatic posting, it’s better than nothing. Realistically, posting on social media is time consuming and posting organically inside of each social media platform may not be feasible. For those of you that are interested, I’ll share with you some of the top tools to set up automatic posting for your social media channels.

  1. HootSuite
  2. TweetDeck
  3. Buffer
  4. SproutSocial
  5. HubSpot
  6. Social Oomph
  7. Social Flow

Of the previous tools listed, I’ve only used HootSuite and TweetDeck. Each one operates a little bit differently and has unique features. If you’re looking to automate your social media postings these tools are a great place to start.

If at all possible, avoid automatic posting to your social media channels.




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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 –

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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 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

Thanks again Amy!



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Do Golfers Use Social Media???

Do golfers use social media? Read this excerpt from an article we wrote on Welborn Media

Originally posted at by Zeb Welborn

I recently spoke with a General Manager at a golf course who said, “Most of our golfers are 55 and over . . . Do you expect me to believe that golfers over the age of 55 are using Facebook?”

The short answer is YES, golfers over the age of 55 are using Facebook on a regular and consistent basis. In fact, according to a Pew Internet study, more than 57% of Internet users between the ages of 50 and 64 are on social networking sites. To go further, 74% of people making more than $75,000 per year use social media sites and 74% of college graduates use social media sites.

The largest growing demographic on Facebook is the 50 and over crowd. As my 89 year-old grandmother, Lenore Welborn said, “I joined Facebook to keep in touch with my grandchildren. It’s how I keep tabs on them and know what they’re doing.” The over 55′ers began using Facebook to keep in touch with their grandchildren, but are now using Facebook to connect with their interests and are using social media to pursue their own hobbies.

Bob Pouliot and friends

One example is golfer Bob Pouliot who retired years ago and now plays golf almost every day of the week. He connected with our golf course through the Los Serranos Country Club Facebook page and became highly active. Bob contributed 12 articles to the 19th Hole Stories found on the Los Serranos Country Club blog. He encouraged his family and friends to visit each one of the stories he had written about playing golf at his home course. These stories helped to connect him more deeply with the golf course, connected new friends to the course, contributed to an active and vibrant community and increased sales as Bob and his friends began playing at Los Serranos Country Club more and more often.

The General Manager, in the before mentioned comment, is also explaining something very telling of the golf industry as a whole. Golfers are frequenting golf courses less and less often and the response seems to be to cater to the older generation as they are the ones who are playing golf the most right now, but if the golf industry is going to thrive that strategy needs to shift. We need to be thinking about new ways to expose new golfers to the game. We need to start reaching those people in the language they speak and today’s language is social media marketing.

Spend any time with someone under the age of 40 and you’ll understand why social media marketing makes so much sense. Advertise where the eyeballs are.

The younger generation will not be picking up a newspaper or flipping through a magazine, they will be looking online to find out about the things that interest them and if you’re not online you’re missing an opportunity.

As a 31-year old golfer who loves the game of golf, I know how important it is to change the way we reach new golfers . . . By being active on social media and the Internet we can increase play at golf courses all over the country . . . Getting each golf course to implement a social media strategy designed to promote, encourage and enable young golfers to take up the game should be the first and foremost responsibility of any community golf course. Teach the younger generation to love the game and you’ll have customers for life.

If you’re still not sure that social media or Facebook marketing is important for your golf course take a look at the Facebook ”Check-Ins” for your course (even if no one in your organization ever created a Facebook Page for it your golf course will still have one). The “Check-In” feature on Facebook is for Facebook users to indicate that they are currently at your golf course through their mobile phones which then is relayed to all of the family and friends who are connected with them through Facebook.

According to only 10% of Facebook users actively use the “Check-In” feature, so multiply the number of people you’ve had check in to your course since your Facebook page started by ten and that will give you a rough idea of how many golfers at your golf course use Facebook. The number will most certainly surprise you.

At our golf course, a nearby location with a similar name as the golf course severely limited our Facebook page “Check-Ins”, but within 18 months, our sample golf course had 3,202 people “Checking-In” at the golf course. Which, according to the 10% rule, means more than 32,020 Facebook users had physically visited this particular golf course.

Any way you slice it, golfer’s are using social media and more and more golfers will continue to use social media in the upcoming years. At golf courses, we have an amazing opportunity to use social media to develop strategies designed to build a better, more engaging, more interactive sport. Social media will help us to connect with users of all ages and help bring them into this game. While many people consider golf to be an individual sport, the most fun comes from the interactions that occur between people. As David Kramer, Senior Vice President at Los Serranos Country Club once told me, “Golf was the first form of social media,” and in a way, he’s right.

People golf because they can hang out with friends, tell stories and become part of a community. Social media can do that better than anything out there today. If you want your golf course to thrive, you need to build the game of golf, to build the game you need to increase exposure and there’s no better way to increase exposure than by using social media.

So . . . Do golfer’s use social media? According to the National Golf Foundation, 71% of golfers use Facebook, LinkedIn and Twitter . . . and that percentage is only getting higher.

If your golf course could use a boost with a stronger social media presence contact Zeb Welborn at (909) 973 – 9089 or by email You can also sign up for our email newsletter which will provide additional tips and advice on how to increase your online presence by filling out our Welborn Social Media Newsletter Sign Up Form.

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My Brother and His Love for Golf

by Lacey Welborn

lacey-and-zebWhen we were little Zeb was an excellent big brother. He always looked out for my twin brother and me, and he was a good role model for us. Zeb was the first to try baseball, basketball, soccer, tennis and golf. He loved sports from the beginning and, maybe because we wanted to be more like him, so did we. We played sports outside all the time with other kids in our neighborhood. It was so much fun.

I remember one time Zeb showed me a golf course he designed. I remember thinking it was a weird thing for him to do, but he was excited about. That was going to be his golf course.

I played most of the sports my brother did, but I grew to love soccer and track and field. I was fast. I could use my speed to beat all the other girls on the field. Zeb will tell you that he had a lot to do with my speed; if I didn’t grow up playing sports with him and his speed pushing me to go faster then I would never have gotten a scholarship for track and field… and maybe he’s right.

Being able to run fast doesn’t help much on the golf course. I never developed the same love for golf as Zeb. He loved being at the golf course so much he got his first job there. And then he got a 2nd job at another golf course and stayed there for years. Even after that, he got his teaching credential and coached the high school golf team.

He has always been connected to the game of golf.

Now that we’re older Zeb is still an excellent big brother. We’ve been working together for a few years now and he is still a good role model.

I built this site for my brother’s birthday. I know this is a perfect gift for him. He can combine his love of golf with his love of helping passionate business owners grow their business. Now he can share his experience and knowledge in this place.

Happy Birthday Brother!

Welborn High Five!

Welborn High Five!

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