Which Social Media Channels Should Your Club Be Using?

Many private clubs want to do more with social media but run into roadblocks. For membership directors and general managers juggling dozens of priorities, it’s not always clear how to make social media fit into an already packed schedule. Even when the value is understood, the time, staff, or strategy to execute often just isn’t there.

In many clubs, social media becomes an afterthought—handed off to a busy membership manager or squeezed in by someone from another department when they have a spare moment. Ideally, staffing should allow for more consistent attention, but when that’s not an option, having a clear, manageable plan can make all the difference.

With the right approach, social media can become one of the most effective tools for building member loyalty and attracting new prospects without requiring a full-time effort.

Choose the Right Platforms for Your Club

You don’t need to be on every social platform—just the ones that align with your audience. For clubs with members in the 50–60 age range and household incomes above $100k, Facebook, Instagram, and LinkedIn offer the most value. Here’s a closer look:

LinkedIn: Build Credibility and Professional Presence

LinkedIn may not be the first platform that comes to mind, but it’s a powerful tool for attracting prospects and engaging members.

The Country Club in Brookline, MA, for example, uses LinkedIn to share employee spotlights, job postings, and industry achievements. These updates not only reach potential hires but also reinforce the club’s reputation. When members see their club highlighted professionally, it reflects positively on them as well.

If your club publishes blogs, LinkedIn is a natural outlet to drive traffic to your website and showcase thought leadership.

Instagram & Facebook: Community Engagement

Instagram and Facebook are ideal for community-building and visual storytelling. Many clubs use private Facebook groups or Instagram Close Friends lists to share member-only updates, event recaps, and candid moments.

These private channels build a sense of exclusivity. Meanwhile, public accounts act as recruitment tools. Use them to highlight staff, celebrate member milestones, and offer a peek into everyday life at the club. Showcasing real stories and testimonials helps prospective members imagine themselves in your community.

For clubs hosting weddings and private events, Instagram is especially important. According to the Engage Luxury and Event Conference, couples often judge a venue by its first nine Instagram posts. Curated, high-quality wedding visuals can position your club as a top-tier venue—and potential new members may follow.

Additional Platforms to Consider

Other platforms can serve niche purposes but may offer lower ROI. Here’s how to evaluate their role in your strategy:

X (Formerly Twitter) and Bluesky

X and Bluesky platforms work well for real-time updates and broader visibility, but your audience likely isn’t active here. Use them if you have bandwidth to share quick updates or industry news. Prioritize engagement over promotion—comment, reply, and interact thoughtfully.

TikTok

TikTok thrives on entertaining, short-form video. If your club can produce engaging event reels or storytelling content, it can reach younger prospects and mothers. While ROI might be lower, a strong TikTok presence can support brand awareness in new audience segments.

YouTube

YouTube is ideal for clubs investing in professional video. Virtual tours, member testimonials, and event highlights perform well here. The platform also boosts SEO and offers long-term content value.