Private clubs and country clubs exist because of members. We develop member communication to keep members active in the club and so that we may retain our members. As private club professionals, we have an opportunity to maximize our member communication, to have our messaging work to achieve club goals. That’s when strategy is needed.
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.
Today is Wednesday, but in the social media sphere, it is #WineWednesday and #WeddingWednesday. Are you posting something relative to these themes? You should! We’re lucky in the Private Club industry that so many of the recurring hashtags are a perfect fit for our clubs. Here are some we can take advantage of, and some that our members are already using with enthusiasm!
Move over YouTube! Facebook is making a big push for video content. In September, 2014, Facebook hit 1 billion video views per day. One Billion!
For some time now, Facebook has been less kind with preview images and visual real estate when sharing videos from rival YouTube. And if you scroll through your Timeline, you’ll notice that on mobile, those who load videos on Facebook (versus sharing a 3rd party link) get the benefit of autoplay. It’s as if Facebook is giving you extra credit for staying on and sharing within the platform.
Most every club has an executive team, comprised of the GM, Membership/Marketing, F&B, Catering/Private Events, Member Relations/Retention, the Executive Chef, the Sports Pros (golf, tennis, sailing), and Maintenance. All of these departments are essential to a successful team and performance. And each team member has a unique voice which can serve the club well in communicating with members and prospective members and the community online.
It’s July! Half the year has flown by already, and we find ourselves with two months of summer on our hands. Members and their families go on vacation and we may even have vacations of our own to look forward to in July and August. Even if we maintain a busy schedule, I hope we can agree that summer is the perfect time to take a pause and hit the reset button on your strategic communication plans.