The Social 9 with - Jacqueline Strouse
The Social 9 is an up-close look into the lives and careers of the golf industry’s social voices and influencers. Each week 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.
Jacqueline Strouse — Golf Channel
Title: Director, Social Media at Golf Channel
How did you get started in social media?
I'd had some experience in social media through various internships and during my first job right out of college, so in 2012 when a position at Golf Channel focused solely on social media became available, I was excited about the opportunity to get in on the ground floor of a developing industry (social) at an established organization (GC). It’s been exciting to be a part of social as its evolved and become such an important part of culture.
Do you have a favorite social media outlet right now?
For personal usage, I love Instagram as a way of keeping up with the adventures of friends and family, and consuming aspirational content from various brands and influencers. But from a business perspective, I love Twitter because it's where public discourse, news and movements play out. For this reason, Twitter is the ideal platform for real-time sports news, coverage and highlights. When there's a big event on Golf Channel/NBC, The Open for example, Twitter as a second screen is the go-to source for complementary coverage and conversation while the tournament's playing out. But at the end of the day, all platforms are important, because social media is often the first touchpoint a consumer has with a brand.
Is there ever a struggle to put brand before self or vice versa?
Never, I prefer to stay behind-the-scenes, roll up my sleeves and work with my team at Golf Channel, rather than promote my own personal brand.
How has your content evolved with so much being picture and video centric, rather than just words?
While copy writing is still an important part of social media marketing, the shift toward video has been a key trend in the past few years, and we at Golf Channel have been swift to adapt. While we're still focused on traditional social operations, we've built out a robust content creation strategy that takes advantage of our access to events and players to generate social-first content.
Does your favorite outlet match up with golf demographics?
Audience tendencies vary platform to platform, so we program for all platforms in order to cast the widest net, speaking to our core audience while engaging new audiences.
How has your role changed as social media has changed?
As social media has changed, my role has evolved to be very strategy- and insights-focused. Looking at data, evaluating what works/areas of opportunity, and keeping an eye on news/trends in social are vital, and some of the reasons I really enjoy my role.
What's the most important thing you want people to know about your brand?
Golf Channel connects the world to golf, delivering compelling content around all aspects of the game: golf news, tournaments, instruction, travel, lifestyle and more.
Is there a style or a voice you shoot for with your brand's social content?
We look to social media as an extension of the Golf Channel brand, and for that reason we look to be the voice of the network on social. Since social lends itself to being more conversational, our tone and style is very human, but in a way that accurately and responsibly represents the brand.
What's your typical work day look like?
While every day is different, the connecting thread is that I get to work with a fantastic team. Golf Channel employees are creative, inspired and engaged, which makes it a phenomenal place to get to go to work every day.
What's it like to work so closely with brand ambassadors and pros?
Getting the opportunity to collaborate with various brand ambassadors, pros and partner organizations, who all have their own unique points of view, really helps to broaden my own perspective, and reinvigorate my passion for golf and social media.