What to Post This Summer: Social Media Tips for Private Clubs

By now, summer is in full swing at your club. The pool’s been open for weeks, the courts are booked, and your events calendar is probably more packed than your Fourth of July buffet line. But just because you're in the thick of it doesn’t mean you can’t take things a step further, especially when it comes to social media.

Your club’s social presence shouldn’t just check a box. When used thoughtfully, it’s a way to showcase what makes your community vibrant, personal, and unique. That doesn’t require overthinking it or assigning someone to live on Instagram 24/7. It just takes a little intention, a clear plan, and an understanding that good content doesn’t mean more content. It means meaningful content.

Capture What’s Already Happening

The good news? You’re probably already doing most of the hard work. Great social media content doesn’t have to be staged or over-produced. It can come from the simple act of documenting real moments as they unfold: kids diving into the pool, families gathered around the patio for dinner, members chatting after pickleball, or retirees strolling along a sunset-lit golf course.

These aren’t just snapshots—they’re proof of what life at your club actually looks like. In the quiet months ahead, when things slow down and your events calendar thins out, having a bank of these visuals gives you the chance to keep telling that story even when there’s less to shoot.

So, consider making documentation part of your summer rhythm. That might look like snapping a few candid photos at each event, setting aside five minutes at golden hour for some landscape shots, or simply asking your team to text you anything they happen to catch on their phone. You don’t need a photographer every time. You just need a little consistency.

Speak to the Right People

If your membership spans generations—and it probably does—then your social content should reflect that range. A one-size-fits-all approach won’t resonate the way it could.

Think about the different kinds of members you serve: Young families, empty nesters, retired couples, and newlyweds. If you're only showing young kids at the pool, you might be missing an opportunity to connect with the tennis regulars. If you're only highlighting golf outings, the social members who never touch a club might feel unseen.

A strong social presence is one that shows the full spectrum of life at your club. That might mean alternating what you post each week to appeal to different groups or making sure each month includes content that speaks to your primary member types. It can also mean focusing your energy on different social media channels. This isn’t about “targeting” in a digital ads sense—it’s about recognizing and honoring the diversity in your membership.

Build a Visual Narrative

Summer is the easiest time of year to tell visual stories, and those stories are often what sells the experience of club life best.

Photos have power beyond aesthetics. When someone sees a candid image of a member laughing with their grandkids or enjoying a cocktail on the terrace, it doesn’t just show that an event happened. It shows that the club is a place where people relax, connect, and feel like they belong.

So think about how each post contributes to a broader narrative. Are you highlighting the joy, beauty, and personality of your club, or just filling a calendar?

You don’t need to over-produce to do this well. In fact, some of the most compelling posts we’ve seen come from a single photo that’s in focus, well-timed, and paired with a short, honest caption. Don’t underestimate the impact of moments like these, especially when they’re shared regularly.

If Photos Aren’t an Option

In some cases, photographing members just isn’t possible. Whether it’s a privacy concern or simply a preference, there are still creative ways to show what your club is all about.

One option is to lean into custom graphics. Free tools like Canva or Adobe Express make it easy to create simple, branded visuals—whether that’s event reminders, seasonal messages, or a thoughtful quote that reflects your club’s tone. You can use templates to keep things consistent and still give your feed a clean, polished look.

Another approach is to use stock imagery. A well-composed shot of a patio dinner, a sunrise over the course, or even a close-up of fresh summer drinks can help set the scene. With a few adjustments, stock photos can be tailored to feel more aligned with your club’s aesthetic. Choose images that reflect your atmosphere and values, not just what looks trendy.

Whatever you share, the most important thing is to keep it intentional. Even if you’re not showing your members, you’re still representing your club. Every post contributes to the overall brand and should feel like it belongs. When in doubt, aim for simplicity, consistency, and visuals that support the experience you’re working hard to create.

Here are some examples of posts you can produce for your social media channels:

Think Beyond the Post

Here’s a summer tip that’ll make your winter self thank you: Start collecting now for what you’ll want to share later.

During the off-season, when there’s less going on and fewer natural photo ops, it can be tough to maintain consistency on your channels. But if you’re actively documenting now, you’ll have a deep well of content to repurpose in January, February, and March—those months where even the best events team is likely catching its breath.

Consider organizing your content by themes: “Family Dining,” “Sunset Views,” “Member Moments,” “Event Highlights.” Even better, tag your content with the demographics or personas it serves, so you can be intentional about balance and reach when you’re planning ahead.

Think beyond just keeping your feed active. Imagine it’s a year from now, and you’re gearing up to promote your annual Member-Member event. What better way to advertise than with real images from last year’s tournament? Photos of members laughing during a putting contest or toasting on the terrace after awards bring that event to life in a way text never could. That kind of prep doesn’t start in the spring—it starts now.

We recently launched a social media guide built for private clubs that includes prompts and organizational tools to help with this. It’s there if you need it, but everything you need to start can also be done with a shared folder and a Google Sheet. Keep it simple. The goal is to set yourself up for success when you’re not running at full speed.

Make It Work With Your Workflow

The reality is that many clubs don’t have a dedicated social media manager, and we get it. Most of the time, it’s someone wearing five other hats. Sometimes it’s the GM themselves. That’s why the systems you set up need to respect that workload, not add to it.

If you’re a GM (or supporting one), the goal isn’t to spend more time on social. It’s to make it easier to gather, organize, and share what’s already happening. That might look like a weekly standing reminder to upload photos to a shared drive, or a monthly meeting to plan out what stories you want to highlight based on the calendar.

Start with what’s manageable. A few quality posts a week, like ones that show your people, your personality, and your place, will always do more for your brand than a daily drip of filler.

Start Today!

Summer content doesn’t have to be flashy to be effective. It just has to be real.

Document the moments that matter. Speak to your different member types. Use photography as a way to tell stories. And think a season or two ahead—because a little planning now makes for a much smoother winter later.