Mastering Social Media for Clubs: Go Beyond Likes and Shares

This blog was updated for accuracy and relevance on August 26, 2025.

Most clubs understand that social media is important—but not all are maximizing it. Too often, effectiveness is measured by vanity metrics such as likes and shares. The real key to success lies in creating content that inspires action and builds authentic connections. Mastery is not only in what you post but also in what you do with it.

With countless social platforms around, it’s easy to feel pressure to be everywhere. But success doesn’t require being on every platform, just the right ones for your audience. Regardless of the channels you choose, a clear social media strategy is essential to make your efforts worthwhile.

Social Media and AI

Social media account growth used to be reliant on word of mouth and networking. Now, artificial intelligence has transformed the way we interact with social media as a whole. As a user, we are offered suggested content based on our interests and algorithmic data. As a content creator, this makes being found both easier and harder than ever.

Instead of guessing what current and prospective members want to see, AI helps you uncover patterns, analyze data, and create content that feels relevant. Platforms like HubSpot integrate AI into their predictive analytics, copy generation, and personalized posting times. From a content perspective, graphic design platforms like Canva can generate a graphic post for you based on a few keywords.

AI can be a powerful tool for planning and creating your social posts, but it works best as part of a larger strategy. If you’re hoping to reach new audiences who don’t already follow you, posting alone might not get you the visibility you want. That’s not a reflection of your efforts, it’s simply how social algorithms work. The good news is there are ways to support your content so it travels further. Targeted ads can help extend your reach, and collaborations with trusted voices—like a local golf pro, a lifestyle blogger, or even a young family influencer—can introduce your club to people who might not have discovered you otherwise.

The Art of Social Listening

An important part of leveraging social media for your club is to understand what conversations are already happening online. This kind of social listening helps you understand what people are saying about your club, your industry, and your competitors.

Here are a few tools you can use to monitor your club and industry mentions in social media:

• Google Alerts: Track mentions of your club, industry leaders, or key services

• Analytics and Social Media Tools: Platforms like HubSpot, Hootsuite, and Sprout Social allow you to monitor multiple feeds at once

• HubSpot’s Social Inbox: Integrates with your contacts database so you can prioritize members, clients, and prospects

Prioritize Quality Content

Algorithms today are rewarding quality over quantity. For clubs, that means focusing less on how often you post and more on what you’re posting. Here are a few ways to elevate content quality:

• Tell Stories, Don’t Just Share Updates: Instead of posting “Kids Camp, June 10-15,” bring it to life: “A week of swimming, sports, and building lifelong memories, starting June 15.” Stories invite members and prospects to imagine themselves in the experience.

• Use Video as a Primary Medium: Video consistently outperforms static posts. Showcase member experiences, highlight staff personalities, and give behind-the-scenes glimpses. This helps prospective members see the culture, not just the amenities.

• Leverage Member-Generated Content: Encourage members to share their own photos and stories. When reposted with permission, this content feels authentic and builds community pride.

• Adapt to the Platform: A long-form post may work well on LinkedIn, while Instagram is designed for strong visuals and effective captions. Tailor your content for each channel rather than reposting the same thing everywhere.

When your content consistently offers value—whether through storytelling, entertainment, education, or inspiration—you’ll earn the algorithm’s favor and your audience’s attention.

How Your Club Can Stand Out on Social

If you want your club to be seen on social media, it helps to focus on a few key practices rather than trying to do everything at once.

Make the most of social groups.

Groups are built for interaction, which makes them a natural place for relationship-building. Unlike Pages, groups aren’t buried by the algorithm as often, which means your posts are more likely to spark conversations.

Post native content where it matters.

Think about where your audience spends time. If most of your leads come from LinkedIn, publishing articles or posts that live directly on LinkedIn will keep people engaged longer and boost your visibility.

Use boosts and promotions wisely.

Sometimes, the best way to expand your reach is to put a small budget behind your top-performing posts. Just be intentional: pay for results that matter (like visits to your website or membership inquiries), not just likes and comments.

Social media may feel like a lot to manage, but for private clubs, it’s also full of opportunity
. You don’t need to master every tactic—you just need to focus on the strategies that match your goals and deliver on them consistently.

Turning Social Media into a Storytelling Advantage

When done right, social media can be transformative to your club’s marketing. Every post is a chance to show people what makes your club special and why it stands out from the one down the road.

Yes, social media can feel overwhelming, especially without a dedicated manager. But the secret is this: you don’t need to do it all. Pick the tactics that support your goals, focus on content that reflects your culture, and stick with the platforms your audience cares about most. In the end, social media isn’t just about being seen—it’s about being remembered.