Short Game Social Media Strategy Discovered in Sand Trap

At the close of each summer I like to reflect on something very near and dear to my heart- a seasonal distraction that takes precedence for the entirety of Seattle’s three-to-six weeks of sunshine.  That is, my golf game.

I was able to lower my handicap significantly this year, after a steady and disagreeable rise the past five years.  The courses we played didn’t change, the weather was ideal, and I know I’m not getting any younger.  So what happened? 

My short game improved dramatically.  While the importance of any serious golfer’s short game isn’t new, I never really appreciated the overall effect it could have on not just my mental health in the bunker, but my competitive advantage as an athlete in general.  For example, I applied this new mindset on the tennis courts.  Rather than trying to overpower my opponent with fully extended swings at maximum strength, I actually started going to the net more and using soft taps and sharp spikes to throw my opponent off his/her balance.  Not coincidentally, I won more matches. 

PGA pro Paul Azinger noted, “Winning the Masters takes short game magic… Power is nice, but touch is the difference maker.”  I imagine a similar approach could be helpful in our social media marketing plan. 

If technology levels the playing field, it will be our short game strategy and precision that puts us in the lead. 

Your marketing message is critical, as are your tools for amplifying that message. Voice, volume, and network building are key to marketers, but what happens after you use social media to “amplify the message?”  Can accumulating Facebook “likes” and YouTube views actually become a handicap after a while?  Sure, you’re using the best driver money can buy to hit hard and far into the fairway, but so is everyone else.  The question becomes: I’ve made it to the green in only a couple of swings.  Now what? 

I think the answer to this lies in how you engage with your customer base using the short game of social media, and whether you’re over or under par will depend on how well you fine tune the relationship between all the subtle variables involved in getting that little white ball into that little white cup.

How many different types of putters do you (or your Caddie… we won’t tell) carry on an average day?  Relative to your drivers and irons?  Why is that?  While I can fine tune my swing until the green grows over, the basic strategy of “hit hard and far” off the tee has never really changed for me.  Has it for you? 

What has changed is my knowledge of which club I use when, chipping best practices, how well I interpret the influence of slope and distance on my putt, and how to maintain that million dollar smile while deep in the bunker but in clear site of company management.

A marketing mix that is balanced—or, more accurately—deliberately weighted according to your long term sales strategy likely reflects a strategic diversity of mediums, from digital to print to broadcast to the web and social media. As the social media portions inevitably grows in size and scope, it might be helpful to think about the investment in online marketing as your short game.

Good luck!

Aurea Astro