Club Social Media Marketing How-To

Club social media marketing is like walking a tightrope over the Niagara on a windy, freezing day, without the helicopter.

By Natalia Contreras, Director of Marketing

There are many things to consider in terms of audience, message, timing, and political correctness. And while we can probably write a book regarding how many bylaws, committees, and approvals we need to send out a simple ad… it will probably be more useful to you if we focus on what the actual message needs to be. I’ll leave the jumping through hoops to you.

There are four pillars of club social media. When I say pillars, I don’t mean that these are the only things you should talk about, but that they should encompass at least 75% of your feed. Here they are:

1- Location / Atmosphere / Lifestyle

Think about these posts as your ‘Club 101.’ New members will need to get acclimated and get a feel for what they signed up, existing members need to be reminded of the lifestyle, and prospects need to see what they could be enjoying. These are your glossy picture-perfect shots.

2- Amenities

‘Club 102.’ How many times have you encountered a member that said: “Oh, I didn’t know we had that.” Enough said.

3- Promotions / Events

These are a little bit trickier and are tied directly to the hot items in your marketing plan. You probably have a whole collateral package for each event that includes a social media post. Remember there is a very fine line between selling out your event and repeating something so much that your audience ignores you.

4- Candid

The unicorns of club social media. You HAVE to find the time to attend events, take pictures, and show prospects and current members of the fun they might be missing. A nice bonus is that people love seeing themselves having fun and are likely to tag and share the images – Engagement win!

So, remember the fine line, walk the tightrope, and play the politics. There’s a lot of trial and error before you find the right mix for your club.

We are offering a few free marketing consulting sessions for clubs and courses, sign up here.


About the author:

Natalia is a marketing and communications professional with a dozen years of experience. She’s dedicated to developing, refining, and implementing brand strategy, creative services, and marketing communications. As the Director of Marketing, Natalia works closely with marketing, sales and operations teams to ensure brand positioning and marketing is executed properly through all the marketing channels for both our clients and corporate level.