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LPGA embraces social media

By Rachel Lenzi
Published on
LPGA embraces social media

TOLEDO, Ohio -- When the LPGA saw a chance at extending its virtual reach, it didn't shy away from embracing a new form of social media technology.

As Morgan Pressel lined up to continue to refine her swing during a May practice session, an LPGA representative took a smartphone and began to promote Pressel's practice session. She then took to Periscope, a popular live-stream application owned by Twitter that transmits footage across the world.

It became an interactive session. Pressel, a 10-year LPGA veteran, answered questions that fans posted to Periscope's feed. After the session, she continued to promote the footage, which was archived for 24 hours, through her Instagram account.

"We jumped on that bandwagon pretty early," said Tina Barnes-Budd, the LPGA's director of social media marketing/communications. "It's just about giving the fans that kind of access and the behind-the-scenes look at what they might not get to see."

Not only are many LPGA golfers active on Twitter and Instagram, but the organization itself has made social media outreach a priority -- even on emerging platforms.

The LPGA has more than 88,100 followers on the microblogging site Twitter and nearly 40,000 followers on the photo-sharing app Instagram.

Over the course of the season, Barnes-Budd said Periscope has become another channel in helping promote not only tournaments but golfers. It has created a new means of communicating and interacting with fans.

Many of the LPGA's Periscope sessions, Barnes-Budd explained, aren't planned.

At the Marathon Classic, which begins Thursday at Highland Meadows Golf Club in Sylvania, LPGA employees will likely walk the range with a smartphone in hand, surveying what could be Periscope-worthy -- or worthy on other social media platforms.

"The biggest difference from last year to this year is that we realize that photos and videos are very popular with fans, so we've strived to do more of that," Barnes-Budd said. "We're always including imagery with what we post, and video is very popular as well. The fans at a tournament get to experience what we capture on video, and fans around the world get to experience it, too."

The LPGA's players, many of whom are active on Twitter or Instagram, who are the most hands-on with social media include the following:

Natalie Gulbis has nearly 230,000 followers on Twitter, ahead of Paula Creamer (more than 193,000 followers) and Michelle Wie (more than 188,000 followers).

Lydia Ko, who won the 2014 Marathon Classic, has nearly 30,000 followers on Twitter. During a visit to Highland Meadows on June 15 to promote the Marathon Classic, Ko posted a photo collage of her with junior golfers at a clinic, making radio appearances and of a designated sign that renamed Main Street in Sylvania "Lydia Ko Drive" in honor of her 2014 tournament victory.

"Had a blast at the @marathonlpga media day! Make sure to come out and watch us play July 16-19! #LPGA" Ko posted.

Lexi Thompson posted a YouTube video on June 27 of a commercial she filmed for Zurich Insurance, in which she submitted to a polygraph test about her passion for golf. Thompson is a brand ambassador for the company.

And on Independence Day, Suzann Pettersen had a message for someone in mind: "Thanks to who ever just stole my wallet out of my pocket while in the cvs! #hazzle and on that note: #Happy4thJuly to my American friends" Pettersen posted.

"The players understand the power of social media," Barnes-Budd said. "They understand that to connect with the fans, they can use social media -- whether it's behind the scenes to how they're practicing to the city where they're staying. It gives people a feel of what a week is like on tour."

This article was written by Rachel Lenzi from The Blade and was legally licensed through the NewsCred publisher network.