The Social 9 with - Abby Liebenthal
The Social 9 is an up-close look into the lives and careers of the golf industry’s social voices and influencers. Each Wednesday will feature a new guest answering nine (or more!) questions about their careers, brands, and personal lives.
These are the voices that drive the industry further every single day.
Abby Liebenthal — Imperial Headwear
Job Title/Position: Marketing Manager for Imperial Headwear
How did you get started in social media?
My first experience with social media was right out of college at the American Junior Golf Association. Everything was so new and we were all experimenting with the best ways to convey the AJGA experience and provide timely updates from tournaments. I dabbled in supporting both the main account, but was also exploring how to grow my personal brand.
Do you have a favorite social media outlet right now?
I feel like the "right" answer is Instagram, but I'm a Twitter fan through and through. I find the commentary hilarious and the real-time nature of the platform forces users to think on their feet. I love the curated feeds, exploration and communities available on Instagram, but popping on to Twitter provides me so much entertainment - especially #GolfTwitter.
Does your favorite outlet match up with golf demographics?
I certainly think so, because it varies based on activity. Looking for play-by-play updates from a tournament? You're going to Twitter. Looking to up your hipster golf vibes or find a social club? Instagram is your home.
Is there ever a struggle to put brand before self or vice versa?
Not really. The brand has its own voice and I have mine. In my work, I feel that the brand comes first and is certainly bigger than me.
How has your content evolved with so much being picture and video-centric, rather than just words?
I remember reading an article in the Association of National Advertising that people process visual information 60,000 times faster than text. It forces all of us to evolve our content, but one thing that remains the same: The story and message trumps the visual effects. I think the thought process has simply changed. Rather than, "we should write an article," the conversation is "which graphics, video, photography, podcast (the list goes on), will support our story?"
What's the most important thing you want people to know about your brand?
Imperial is so much more than being the hat you see at country clubs. They are providing hats and accessories for an incredible amount of golf brands - big and small - across the industry. From doing collaborations with Club Pro Guy and The Buck Club, to being the hat maker for some of my favorite golf blogs and outlets, Imperial's presence is growing.
... and they've been around for more than 100 years!
Is there a style or a voice you shoot for with your brand's social content?
Relatable and aspirational with a side of wit.
What's it like to work so closely with brand ambassadors and pros?
At my previous role, I was incredibly fortunate to work with some of the world's best PGA TOUR and LPGA players. It's fun to see how many of them are grasping on to social media and truly understanding how it can grow his or her brand. Some of them really get it and it's fun to watch unfold - even if it's the smallest shoutout. I also find it pretty amazing how players meet so many people daily, but can still make an individual feel special.
From the #influencer side - I really respect the hustle. Influencers are running a business and making their personal brand profitable. Those who dedicate the time and effort to storytelling really impress me. It's much more than just collaborations and attending events, keeping up with their personal content calendars is so interesting to me.