p rofess ional matters
Social Media
for the Turf Professional 101 By Scott B. Boyle, Communications Coordinator, The University of Tennessee Turfgrass Science and Management
“I
won’t be ignored, Dan.” Sure, that quote from the movie Basic Instinct might seem out of place in a conversation about social media. But, substitute yourself for Dan, and then imagine Twitter saying that to you. It is the same thing. Social media can’t be ignored. Not today, and not in the future. In the span of a decade, social media has evolved from websites you use to post your favorite songs and photos to the driving force in brand marketing. So, how does the turfgrass professional embrace social media?
Understand it. The first step is understanding what social media is and how it affects public perception. Social-media giants like Facebook, Twitter and Instagram thrive because of conversation, community, participation and connections. The sense of community among social-media users enables them to speak freely and unfettered by societal norms. While they might be hesitant to give a negative opinion to someone’s face, they might have no problem doing it on social media. If that person is connected to a large network, that opinion can go viral. If it does, it can’t be ignored. Understand that social media is not all about bad news, either. As a tool in your marketing toolbox, social media can dramat-
TENNESSEE TURFGRASS ASSOCIATION • TENNESSEE VALLEY SPORTS TURF MANAGERS ASSOCIATION • Tennessee Golf Course Superintendents Association
25