Social media can help brands across all industries reach the right audiences at the right time and at a very low cost. This certainly holds true for golf businesses as well – on the one hand, social media helps raise awareness of your brand, while on the other it brings excellent return on investment. Sounds great, but how exactly do you do that?

According to marketing expert Golf Pulp Media´s blog, promoting your golf business on social networks is not hard if you know your five W´s: if you know who is online, where and when they are online, why they are there and what they are looking for, you can establish a strong relationship with users and expect solid returns.

While it is true that the main social media audience is the younger demographic, golf brands may be interested to know that the number of people aged 65+ using social sites is constantly on the rise. Overall, the number of older users tripled in the past four years, reaching 43% of the population over 65, according to data from Pew Research Centre.

The most popular social media sites, such as Facebook, Twitter and Pinterest, typically attract all demographic groups, but mostly young people between 18 and 29 who live in cities. LinkedIn is the network that is mainly used by professionals with active careers and those looking for jobs.

The timing of delivering your message is also important. Each social network has its own peak times, but generally people are online before and after standard working hours and around lunchtime. Posting should be frequent – at least once a day to make sure users take notice. As well as this, your content should be unique and engaging.

The reason why people use social media is because it is the natural next step in the evolution of communication. Tailor your message so that it can tell your audience what they want to know but interact with them as well. Ask questions, reply to comments and show that you care to receive the same in return.

By Ben Hollom