Benefits of Internal Social Media Management
As a communication and private club consultant, I am often asked what it would cost for me to just “do” the social media for the club, so that the executive team doesn’t have to “deal” with it. So let’s back up a bit. There’s a lot of hidden concerns and issues in that question. First, there is a lack of understanding of social media and how to manage a content plan. There’s a question about how much time is required to manage member communication. It’s a misunderstanding of what content is engaging for members. And finally, asking someone else to “do” your social media for you is like asking them to take a college course in your place. You may receive a passing grade at the end of the term, but you will not gain the skills and knowledge to carry forward.
Sure, it does take some time on the front end to get your club’s executive team trained and educated in strategic communication and social media marketing. However, the more people who have the knowledge, the easier it will be for your club to manage and maintain member communication. And at the end of the day, every department is responsible for promoting themselves and meeting financial targets. Every department/department head has a responsibility to connect and communicate with members.
If you provide your team the opportunity to grow professionally via strategic communication training, you’ve improved their skill set, as well as added new tools to their marketing, promotion and communication tool box.
When you hire a third party to manage all of your online communication, you immediately limit the potential of your success. For example, your Private Events Director can post, “Just met with a beautiful bride, Anna and handsome groom Mark, who will hold their wedding here in August. We’ve decided to hold the ceremony at the brook, and enjoy the reception on the Founder’s Lawn. Anna and Mark’s wedding theme is Champagne Dreams and we are excited to make their dreams come true.” The photo attached is of the lovely couple at the brook, where they’ll have their ceremony.
If you hired someone to do your social media for you, that post may sound something like, “Getting married this summer? Our club has intimate ceremony space and a gorgeous ballroom for elegant receptions. Our Catering Directors will help you plan your dream wedding and make your special day a dream come true!” The photo attached is a professional photo taken of the ballroom, set up for a wedding.
Both of those posts are personable and professional, but which one is more authentic? Which one sounds less like a sales pitch? Which one will your members like, comment on and share?
A third party will never be able to capture the personality of your club, of your team, nor your members. There are so many wonderful moments which happen at your club in the course of a day, and someone who is not physically at your club, who is not familiar with your members, will never be able to capture those special details to share with your member community.
Outsourcing your strategic communication and your social media is the same as outsourcing your culinary team, your sports pros, placing temps at the front desk. It will never serve you or your members well. Take the time to understand the online communication tools available to you so that you can drive your own strategies for connecting and communicating with your members. No one knows your members better than you do!
You will always find helpful information, strategic tips and social media how-to and updates here on Private Clubs Online. But I will also – always – encourage you to implement your content plan internally. I’m giving you the tools, tips and advice to be successful in member communication. Be wary of any marketing or communication firm or consultant who tells you they can “do” social media better than you and your team. It is simply not true and very bad advice.