How Golf Courses Should Use Facebook in 2018

Facebook unveiled some interesting changes to the news feed feature and they will have a dramatic impact on how golf courses use the social network.

Here’s what you need to know to avoid wasting your valuable time trying to connect with your customers on Facebook.

Your Page’s Post Reach is Limited

Facebook has always said “friends and family” get priority in the news feed. They’re doubling-down on this by decreasing the amount of content displayed in the news feed from businesses (like golf courses) and increasing the stuff from connections.

Just because somebody liked your page at some point doesn’t necessarily mean they’re going to see all your posts.

Why is Facebook Making These Changes?

To make their customers happy.

Facebook puts a lot of emphasis on user behavior patterns when they make these decisions. They noticed that monthly user rates are down (700,000 fewer monthly users in Canada and the USA) and that people are generally spending less time on Facebook.

Facebook also surveys its users to see what kind of content they’d like to see in the news feed.

A study a few years ago found that even passive use of Facebook had a negative effect on people’s well-being. This is the sort of thing Facebook is responding to.

You can expect to see fewer political news stories, particularly ones from dubious websites. Also expect what Facebook calls “low-quality content” like viral videos designed to earn easy clicks to get less play.

The good news is, the Facebook Algorithm changes present an opportunity for golf courses

Here’s what golf courses should do to make the most of their Facebook marketing in 2018.

1. Post High-Quality Relevant Content

Consider posting a videos like short lessons from your pros or pictures with descriptions of some hot, new merchandise you have in store. Orient your content to be “help-oriented,” not “sales-oriented” to increase your chance of showing up in news feeds.

2. Have Staff, Friends, and Family Share

All hands on deck! Get your posts off to a good start by involving your team and people close to you. Reactions (likes, laughs, loves, etc.) can help a post from your golf course page get more traction.

3. Buy Facebook Ads

Facebook is an amazingly aggressive cost-effective advertising tool. It’s possibly the best one there’s ever been. This algorithm change makes Facebook Ads even more valuable because fewer golf courses will be able to get their brand and messages in front of golfers.

The edge now greater for golf courses that buy ads on Facebook. Done right, Facebook ads can be inexpensive and the data they collect is invaluable.

Warning: We strongly recommend you seek professional assistance with your Facebook advertising campaigns.

Wrapping Up

Don’t give up on Facebook just because of these changes. Facebook believes that this will be good for their users, which means it will be good for your customers.

It can be frustrating when Facebook changes the way they operate, but golf courses that keep up can realize great gains.