US Open – Social Best Practices from the USGA

Our friends at the USGA had a fantastic US Open a couple of weeks ago at Los Angeles Country Club, so we wanted to check in with them to share some best practices around their social media coverage for this year’s event.

Julia Pine, Senior Director of Championship Communications shared some notes from this year’s strategy:

• We tried to prioritize quality over quantity for social posting. We posted 11% less than in 2022 but saw 150% more engagement
• We leaned heavily on collab posting on Instagram, collabing with the PGA TOUR, specific players, DP World Tour… really whatever made sense. Engagement on collab posts heavily outpaced non-collab posts.
• Once balls were in the air (Thurs-Sun), we decreased storytelling, and focused on the action, heavily prioritizing highlights and press conference footage
• We increased our ASMR efforts, seeing high engagement with posts focused on natural sounds.

These tips are great ideas for IAGA member associations to implement in their championships this summer.