How to Turn one Article into Multiple Social Media Posts
One challenge private club professionals often face is finding good content to share with members through social media. We can, and often do, resort to posting event information and the lunch specials of the day. Too much of this “announcement mode” causes members to tune out. I often recommend that we search online for current and timely articles from trusted sources which contain information of interest to club members. Relatable content might come from wine, food, golf, tennis, sailing, and/or wedding magazine websites. When you find a good article, do you repurpose that information into several posts and allow it to inspire original content? Do you post the article more than once? Do you share it on all social media sites where your club is active? Here’s how you can make the most of an informative and relevant article you find online.
First, make sure your article is from a trusted source. For wedding trends, for example, refer to something like The Knot, Wedding Wire or as I chose to use in my example, Bridal Guide (click here). This article claims to list the hottest new wedding trends for 2016. When you read this, ask yourself some questions. Do you agree? Do you have something to add? Have you already had a wedding at your club where these trends were visible? Don’t just read it an post it – analyze it to see how you can leverage to your benefit.
Here are the numerous ways you can use and repurpose this article:
1. Post the article link to Facebook with a sentence or two of introduction. Perhaps mention the trend you look forward to the most.
2. Post to Twitter with article title and link, and do it on a Wednesday to use the #WeddingWednesday hashtag.
3. Pin the article to your “Wedding Trends” board on Pinterest. Use the same introduction text you did on Facebook, so that you are adding searchable text to the pin. Include the club’s website.
4. Use one of the photos from the article and post the photo and article link on Instagram.
5. Re-post to any of your social media sites using just one of the trends as a lead-in. You can repeat this several times.
6. Have the Private Event Director add her commentary. Is there a trend which is already the most requested this year?
7. Let the F&B Director weigh in on wedding food trends for the year. Can the club offer a twist on any of the trends?
8. If you have corporate partners which help keep you on trend, give them a shout out and refer to the relevant section of the article (like flowers).
9. Have the catering team write their own list of trends. Let the article serve as inspiration, but come up with your own trends, tailored to your city/region and your members. Share your list one week at a time on all your social channels, using photos from your club.
10. Record video of the catering team listing the wedding trends of the year (do it in 15 second chunks so it can fit on Instagram). Drip the video day by day or week by week. And finally post the video in full once each mini-video has been posted.
11. If you’ve booked a member wedding, let a bride and groom get involved in a video to share the wedding trends of the year and learn which ones they are implementing in their own wedding.
Let the article inspire a variety of social media posts. You can use these same ideas with golf tips, food fads and beverage trends. Sharing articles like this expresses to your members that the management team are experts in their field, are pushing their own creativity and that the club is hip and modern, “with it” if you will. The point in this exercise is to expand on the content, repurpose it into several social media posts. Add your own views and advice, get the appropriate team members involved (golf pro for golf tips, bartender for beverage trends) and maximize the article. If you look at it in pieces and from different angles, you can squeeze several different posts out of it! This will help you tackle one of the main challenges your club faces when it comes to member communication – what to post.