Maximize Every Message
During my preparation for a webinar with the PCMA, I captured many examples of how private clubs are posting information online. I wanted to share these three examples with you because while these clubs are making a great effort in the social space, there is room for improvement with these specific posts. These examples are being shared with you so that we can learn to maximize every post – make it as engaging as possible, provide all of the information and add value for the members.
This tweet from the LAAC is a bit vague. When you click the link in the tweet, it takes you to a Facebook post where there is another link for an article which has gorgeous photos of the Blue Room remodel and redesign. A better way to explain that in this tweet is: Thank you @ABCMagazine for sharing gorgeous photos of our Blue Room remodel. <link> <photo>. Attach the direct link to the online source and a photo from the article.
The Bonita Bay Club often shares photos of the variety of wildlife which can be found inland around the club. However, those posts often include the soup and salad of the day. That’s two completely different topics and quality Facebook posts smushed into one not-so-effective post. It would be better to separate these two bits of information out. Talk about the wildlife and share photos, ask members to share photos, too. Create your own hashtag #BonitaBayWildlife or something along those lines. Separately, post your soups and salads of the day with a soup and salad photo. Include a call to action. Include the club’s phone number in the post to make it as easy as possible for your members to reserve a table.
The caption to this photo from Columbia Country Club is a bit vague. If a member sees this in their newsfeed without having seen any other posts about the 9th hole or a mogul elimination or course redesign…they would be a little confused. A better caption would be: We did not, in fact replace our golf carts with tractors. You’ll see the construction crew on Course A, Hole 9 removing the moguls and tidying up the course. We expect this work will be completed within the week. Check back here for updates or go to our blog, where Bob Smith is providing daily updates <link>.
In your efforts to communicate with your members, make sure every post, tweet and photos tells the whole story and is a thorough message in and of itself. Here are a few questions to ask yourself before you post:
What’s the point? If there is a CTA, make sure it stands out.
Does it add value? Is it helpful?
Can you include a picture or video?
Is a link included?
Is it share-worthy?
Is this mobile friendly?
I love seeing clubs making every effort to be active online. And the more you share club news through social media, the better you become at crafting effective messages. Do you have your own check list of things to be included in your posts which are helping you maximize every message? Share it in the comments with us!
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