Taking Social Media to the Next Level – Emma Ballard

Most PGA Professionals have a presence on social media – but far fewer have a plan behind it. In this advanced session, Emma Ballard builds on the foundations from Part 1 and takes you through a structured, eight-step social media marketing strategy: from setting SMART goals aligned to your business objectives, to researching your audience and competition, creating mini mission statements for each channel, building a content calendar, and knowing when and how to test and reset. She also covers practical tactics for easy wins – including why video gets ten times more engagement, how to use Stories and scheduling tools, and why treating each channel as its own space (rather than cross-posting the same content everywhere) makes a real difference.

💡 What You’ll Learn

• How to build an eight-step social media marketing strategy tied to your business goals
• How to set SMART goals for social media – specific, measurable, achievable, realistic and time-bound
• How to research your current audience using platform analytics, and compare them to your ideal customer
• How to evaluate competitors’ social media activity and spot underserved opportunities
• How to write a channel-specific mini mission statement that keeps your activity focused
• Why quality, consistency and original voice matter more than posting volume
• How to plan content using a content calendar and scheduling tools such as Hootsuite or Buffer
• Why you should test, evaluate and reset your goals regularly as platforms and audiences change

👥 Who is This For?

• PGA Professionals who have a social media presence but no clear strategy behind it
• Professionals who attended Part 1 and want to go deeper into planning and execution
• Coaches and club professionals looking to grow their business through organic social media
• PGA Association staff responsible for managing national or regional social channels

📂 Format & Structure

• 1 video Masterclass (approx. 38 minutes, including live Q&A)
• Estimated completion time: under 1 hour
• Watch at your own pace, on any device

🎤 About the Speaker

Emma Ballard is Senior Comms and Marketing Manager at the Women’s Sport Trust and a freelance sports journalist. She is a former Editor of Women in Golf Magazine and former Head of Digital at Medi8, the golf-specialist PR and marketing agency.

The CPG Masterclass Series embodies a range of talks and presentations for PGAs and PGA Professionals that cover a variety of subjects and topics, delivered by world-class, industry leading experts from their respective fields.