How To Utilize Social Media In Marketing

While social media has become a primary platform for marketing in the recent years, there is an argument for over-saturation as well as incompetent use in the practice. Facebook, Twitter, TikTok, Instagram, Snapchat, and many more platforms use user-generated and generic ads to bring in revenue and encourage product purchases. The key to success in this type of social media marketing is bright, trendy, and specific advertising that appeals to the user of said application. Popular brands and high level marketing teams do this type of advertising extremely well. Their ads are well placed and timed and appeal to a wide variety of users. The group that struggles with social media marketing and advertising is the small business population. One prime example of this is a local public golf course, RiverPines Golf.

RiverPines Golf is a public golf course located in Johns Creek, Georgia. RiverPines has several courses, a driving range, snack bar, pro shop, and more. Compared to private golf courses and other public courses in the area, RiverPines has lower rates and better amenities. For the most part, people only know about this course through word of mouth or from living in or close to the area. RiverPines is missing out on an opportunity to grow their clientele and spread information about the business. The three platforms they use are Instagram, Twitter, and Facebook. Although the business has three platforms, they currently only use Facebook. RiverPines is limiting itself by not utilizing social media to market the business, and the business will not benefit from using platforms incorrectly.

                           

Since Facebook is the one platform RiverPines Golf uses, they can start with improving their page and creating content better suited for the business. Currently, most of the posts consist of general golf information, keeping up with famous PGA (Professional Golfers' Association) players, and generic graphics. It would be more beneficial to them to share information about what is offered at the course, how people can book tee times/lessons, contact information, etc. Engaging with users will also show that RiverPines wants to interact with guests and hear feedback about the facility and staff. Creating a schedule and posting often will help with staying connected and showing consistency. It's important for RiverPines to establish a strong media presence on Facebook before reviving their Instagram and Twitter accounts because it will be easier to use Facebook as a template when building the other platforms.

As for their Instagram and Twitter accounts, posts can be alike as long as they're consistent. Similar to Facebook, the other two platforms must have posts that are specific to the course, and user engagement is critical. For all platforms, but especially Instagram, it's important to have high quality photos and graphics that are special to RiverPines. Twitter should be used for smaller posts that don't have a lot of text, but still often include pictures. Overall, all three platforms should contain the same type of content, but each platform should appeal to the kind of users that follow it. 

By improving the Facebook account and reviving the Instagram and Twitter accounts, RiverPines will have a strong social media presence that will draw more attention to the business and lead more people to the course. Marketing through social media is a crucial tool that should be used by all businesses. Just one social media platform can go on a long way. Starting with one and creating a solid foundation can sometimes be better than having multiple that are not given enough attention. The example used for RiverPines Golf can be of great use to businesses all over the world. 

                           

Here are links to check out each platform that RiverPines uses. Do you have any ideas on how to better their social media presence and marketing strategies?

Instagram: https://www.instagram.com/riverpinesgolf/?hl=en

Facebook: https://www.facebook.com/RiverPinesGolf/

Twitter: https://twitter.com/riverpines_golf