Callaway Golf Social Media Manager Chad Coleman (
@HashtagChad) has seen the way golf has adjusted to the digital age in the nearly four years he has been with the company. It has been important for him to give Callaway a unique tone and identity on each social platform from which it engages fans. He said, "Each platform we’re talking to a completely different audience; our verbiage changes. We want consumers to think we’re your cool buddy who just so happens to know a lot about golf and golf products. Everything that comes from Callaway’s social channels comes from me, so I’m able to keep the tone from a brand perspective. It also means I’m always on." Social media has become such a big part of what Callaway does to reach its audience that Coleman will appear in an ad launching this week for Callaway's new driver, the XR 16.
On the feel of tournaments because of social media:
It’s definitely evolved very rapidly over the last three or four years. The actual PGA Tour has done a real good job of progressing their social media and doing more content on-site and allowing fans to capture content on-site to share. It’s definitely changed from the players’ perspective. Professional golfers are different than those in a lot of other sports because it’s an individual sport. Everybody out there is trying to grow their individual brand. You get guys like Rickie Fowler and Henrik Stenson who have really taken to social media and show what it’s like on tour and share that experience with fans.
On campaigning around every day golfers:
We’re very committed to making it known that people can talk to us and that there are actually humans behind Callaway Golf. We’ve built up a large network of golf advocates and influencers around the country who engage with us all the time. The type of content we produce is for every day golfers. We try to bring people closer to the experience of Callaway Golf no matter what platform. We try to make consumers and fans feel like they are part of what we do. They aren’t just at the end of the tunnel for us.
Social media’s role in Callaway’s activations:
Social influences everything we do, including our above-the-line advertising. We’re at the point now where we are mentioning social media in our ads. That’s a pretty big step.
On maintaining a consistent voice with so many golfers representing the brand:
Our guys have asked me for social media advice sometimes and I’ll send them photos and videos that I took so they can post them. When we have new products coming out, the players are educated on the technologies and what the talking points are. That way, whenever consumers ask them about it on social media, they can have a similar message.
Golfers who use social media well:
Rickie Fowler is probably No. 1 in my book. He is very personable and he’s committed to bringing fans closer to him and the game. He’s one of the few golfers I know on Snapchat, and when he won (in Abu Dhabi last month), he was snapping at the trophy ceremony. He’s the example that’s been set for everyone else.
A platform best suited for golf:
It really depends on the situation. From a player perspective, I like Snapchat because it is unpolished and raw and it’s timely. It really helps you identify with that guy as a person and not someone that you see on TV playing golf every weekend. I love to share whether I’m on Tour or at the PGA Merch Show or if we have a new product launch, I’ll go to our R&D office and ask them some questions on Snapchat and bring our fans places they never thought they’d go.
If you know anyone who should be featured for their use of social media, send their name to us at
jperez@sportsbusinessdaily.com
