Forget Going Viral. Try Being Valuable. A smarter, simpler approach to club social media that actually connects.
Let’s be honest, managing social media for a private club isn’t like running an account for a restaurant or a retail shop. You’re not just selling a product. You’re representing a lifestyle, a community, and a brand that’s built on exclusivity, experience, and trust.
But here’s the good news: you don’t have to post every day, go viral, or be a content wizard to create a solid social media presence for your club. You just need an intentional strategy, a few key best practices, and a little consistency.
Titles aside, if you’ve ever opened Instagram and thought, “What should we post today?”, this guide is for you.
1. Define Your Goals
Before you ever hit "post," ask yourself: Why are we even on social media?
Are you trying to:
- Increase engagement with current members?
- Attract prospective members?
- Promote events and dining specials?
- Build your brand?
When you define your goals clearly, you can stop guessing and start posting with purpose. Every post should serve one of your core objectives.
2. Quality Over Quantity
It’s not about how often you post, it’s about how good your content is. One strong post per week that makes someone pause, smile, or click is better than five half-hearted ones that no one notices.
Social media is noisy. Make your content worth stopping for.
And remember: people aren’t joining your club because of your Instagram grid. But a well-curated, active feed can reinforce the sense that your club is vibrant, relevant, and worth being part of.
3. Stay On-Brand
Your club has a personality. Your social media should reflect that.
Use consistent logos, fonts, colors, tone, and types of content. Think of it this way: if someone follows you on multiple platforms, your content should feel familiar wherever they see it.
4. Be Strategic, Not Sporadic
Posting just to say you posted? Don’t.
Every post should tie back to your goals. Use your captions to tell a story, highlight a member moment, or give a call to action that makes sense. Want more event RSVPs? More traffic to your website? Plan content with those outcomes in mind.
5. Customize Your Content (No Generic Templates, Please)
Canned captions and generic graphics are easy, but they don’t reflect your club’s culture. Use real photos from your events. Feature real members. Talk like a human. The best posts feel personal, like they’re coming from someone who actually works at the club (because they are).
6. Include Faces — Lots of Them
This one’s simple: posts with people perform better.
Photos of members, staff, families, kids, and even furry friends grab attention way more than static logos or overly designed graphics. It’s human nature, we’re drawn to other humans.
7. Use Video (It Doesn’t Have to Be Fancy)
Don’t let video intimidate you. You don’t need a drone or a full production crew.
Quick clips from your phone, like a chef plating a dish, a member teeing off, or a bartender mixing a signature drink, can stop the scroll and show off your club’s personality.
Pro tip: Use captions if there’s talking. Most people watch videos with the sound off.
8. Let Your Members Do the Work
Encourage members to tag your club or use a branded hashtag when they post.
Then? Repost it (with credit). This shows authentic member pride, builds community, and gives you ready-made content. Just make sure you’ve got their permission first.
9. Use AI - the right way
AI tools like ChatGPT can help generate ideas, clean up captions, or brainstorm hashtags. But don’t rely on them to do all the work. It’s obvious, we can tell.
Start with your own thoughts and use AI to refine. You have the voice of the club, the tech is just there to support you.
10. Build a Simple Approval Process
Even if your team is small, it helps to have a quick internal review system in place before anything gets posted. Typos, outdated info, or off-brand language can hurt your credibility fast.
A second set of eyes never hurts.
11. Plan Ahead
A little planning goes a long way. Create a simple monthly calendar with upcoming events, key club moments, and seasonal themes. Then plug in your content around those dates so you're not scrambling the day-of.
Need a few starter content ideas?
- Member spotlights
- Staff shoutouts
- Event recaps
- “Behind the scenes” moments
- Weekly specials
12. Size It Right
Make sure your graphics and photos are optimized for the platform you're using. A vertical video for Instagram Stories won’t look right on LinkedIn. Use tools like Canva or templates (on-brand of course) to help if needed.
13. Track What Works
Check your metrics! Which posts get the most likes, shares, or link clicks? Use that info to guide your future content.
You don’t have to track everything, just watch for patterns and keep doing more of what works.
14. Engage, Don’t Just Broadcast
If someone comments on your post or sends a DM, respond. Clubs thrive on community, and your social presence should reflect that same two-way connection.
15. Stay Current
Social media changes fast. Algorithms shift. New features launch. Pay attention to updates, especially if you're using Instagram, Facebook, or LinkedIn. Staying informed helps you stay ahead.
Final Thought: You’ve Got This.
Social media doesn’t have to be overwhelming. Start with one or two things from this list and build from there. You don’t need to be everywhere, all the time, you just need to be intentional.
The best content feels real, represents your club well, and builds connection.
