In today’s digital-first world, social media is no longer optional for private clubs, golf courses, and hospitality venues. It is one of the most powerful tools for attracting new members, engaging current ones, and protecting your brand from falling behind competitors.
Yet many clubs still treat social media as an afterthought or avoid it altogether. According to insights from the social media analytics platform Metricool, a consistent, active social media presence continues to play an increasingly important role in how people discover, evaluate, and choose businesses.
For clubs evaluating management companies, this is no longer a nice-to-have. It is a requirement.
When someone hears about a club, whether from a friend, a tournament, a wedding, or a corporate event, the first thing they do is look it up online. More often than not, they check social media before visiting a website.
The Metricool data consistently reinforces that. Social media profiles are often viewed before websites. Users expect recent and active content. Inactive accounts create doubt about professionalism and relevance.
If a club’s social media presence is outdated, inconsistent, or nonexistent, it sends a message, fair or not, that the experience may be the same way.
If your social media is not being used or updated, potential members and guests will not wait around. They move on.
An inactive Instagram, Facebook, or LinkedIn page creates hesitation. People start asking if the club is still open. They wonder if events are happening. They question whether the club is modern or outdated. They begin to doubt whether the overall experience is being invested in.
Audiences consistently respond to active and engaging social media. Clubs that post regularly, showcase real experiences, and highlight their people build stronger engagement and greater brand trust over time.
If your competitors are sharing vibrant events, happy members, renovated facilities, and behind-the-scenes moments, that is where attention and interest will naturally go.
Social media has become a digital first impression.
It allows clubs to show their culture and personality. It highlights staff, members, and events. It promotes food and beverage, golf, and amenities. It reinforces professionalism and credibility.
Metricool insights indicate that audiences engage most with authentic and human-focused content rather than stock images or overly promotional posts. Clubs that lean into this approach build familiarity long before someone ever steps on property.
That trust matters when someone is deciding where to join, where to host an event, or which club feels welcoming and modern.
One of the biggest mistakes clubs make is assuming social media is a trend that will fade. The opposite is true.
Platforms evolve, but behavior does not. Audiences continue to consume more short-form video, primarily engage on mobile devices, and discover businesses directly on social platforms.
Social media is becoming more integrated into daily decision-making, not less. Ignoring it does not protect a club. It leaves it invisible.
For management companies, this is a clear differentiator. Clubs increasingly expect their partners to understand modern digital behavior, create and execute content strategies, measure performance using real data, and adapt as platforms change.
Clubs should ask a simple question. Does this management company understand how people actually discover and evaluate clubs today?
A strong social media strategy supports membership growth, enhances brand perception, drives event interest, and reinforces long-term relevance. But strategy alone is not enough. Execution, consistency, and education matter just as much.
At our clubs, social media is supported by data, training, and ongoing communication. We utilize platforms like Metolius and Sprout Social to monitor performance, track engagement, and understand what content resonates most with audiences. This allows clubs to make informed decisions rather than guess.
Beyond analytics, we send monthly social media newsletters to our clubs, sharing best practices, content ideas, performance insights, and emerging trends. We also work closely with club teams to train associates, encourage participation, and build confidence in front of the camera.
Social media trends change quickly. What worked last year may not work today. That is why we stay active, test new formats, lean into short-form video, and adapt strategies as platforms evolve.
The result is a social media approach that feels authentic, current, and effective. Bobby Jones Links helps clubs stay visible, competitive, and connected in a digital world where attention matters more than ever.
Clubs that avoid actively participating in social media are not standing still. They are falling behind.
In a landscape where attention is currency, visibility matters. The clubs that embrace modern communication, consistent storytelling, and data-driven social strategy will continue to attract members, events, and long-term success.
Those who do not will watch their competitors do it instead.
You can find Metricool’s full 2026 social media report here.
