Golf club managers and owners! It looks like you’re either nailing your social media game, just putting up with it, or maybe even hoping it’ll disappear if you ignore it long enough.
But let’s face it, social media isn’t going anywhere. So why not make it one of your best allies?
We caught up with Katherine Walsh from the Towhee Club in Tennessee, who has mastered the art of making social media work wonders for golf clubs.
Giving Your Club a Genuine Voice Online
Katherine Walsh didn’t just fall into the role of social media guru overnight. Her background as an ESPN sideline reporter and a golf media correspondent helped her understand what grabs an audience’s attention.
Today, she’s the voice behind not just one, but two social media personas at Towhee Club—the golf course and the Birdsong Social restaurant.
Her secret to connecting? A genuine emphasis on personal relationships, captured perfectly by their motto: “You’re a stranger here but once.” This isn’t just a catchy phrase—it’s the heartbeat of their social media strategy, reflecting the personal, warm approach of the management company Bobby Jones Links.
Here’s how Katherine puts it: “I manage two different accounts here, for the course and the Birdsong Social restaurant,” she says. “And how I manage those accounts is different because I look at each as having its own personality. I really homed in on our ‘You’re a stranger here but once’ slogan at Towhee Club.
We’re big on relationships. And Bobby Jones Links as a company, is really big on relationships, too. I’m a people person, and so I built relationships within the golf and restaurant sides and projected those personalities and made it into our social media platforms.”
Making Every Post Count
Katherine’s approach isn’t about bombarding followers with endless ads. Instead, she focuses on meaningful content that shows off the true spirit of the club. “Instead of posting ‘here’s a burger.
You should buy this’ to boost revenue, I was advertising the food and the golf, but also the people and the personality of the club as a whole.”
She’s seen remarkable results from this approach: “So far in 2024, Towhee Club’s reach on Instagram is up 494% year over year. And on Facebook, the club’s reach is up 131% year over year.”
Building Connections Beyond the Screen
Katherine’s strategy shines in turning online followers into real-life club visitors. People don’t just come for the golf—they come for the warm, welcoming community they’ve interacted with online.
She also views social media as a crucial tool for defining and expanding the club’s brand: “Social media is a way to develop a brand. It’s really figuring out your niche in the industry, who you want to be, how you want to brand yourself, and how you want to be known,” says Walsh.
Embracing Social Media as Your Club’s Digital Front Porch
What we learn from Katherine is simple: think of social media as your club’s digital front porch—a place not just to advertise but to invite and connect. It’s where potential members and guests can get a real sense of your club’s personality and community spirit.
So, whether you’re a social media wizard or still figuring out your login password, remember it’s all about making your club feel like a home away from home.
With a dash of creativity and a focus on genuine connections, your social media can become as inviting as a sunny day on the golf course.
