If you’ve read any of my columns in the past, you may have noticed that I’m not all that receptive to “new” things when it comes to golf.  While I may come off as the “stay off my lawn” guy occasionally, the reality is I am really just a sucker for tradition.

Given that history, you might assume I would not like the idea of new media treading on my “hello friends” golf coverage. The reality is I recognize that the emergence of new media—including social media platforms, mobile applications, live streaming, and digital marketing—has revolutionized many industries including golf.

We have seen significant transformation as tours, leagues and golf manufacturers adapt to a rapidly changing digital landscape.

So, with that, I will now argue in favor of new media with 5 specific benefits.

My first point is fairly obvious….it expands the audience reach.

New media breaks down geographical barriers, allowing golf organizations, tournaments, and courses to reach global audiences. Social media platforms like YouTube, Instagram, X and Facebook enable golf brands and professionals to connect with fans worldwide.

As a result, golf is now accessible to younger and more diverse audiences.  It is well established that consumers are increasingly taking in golf content in places other than television, so it makes great business sense to utilize new media.  Golf, like any other product, constantly needs to acquire new consumers to go where the people are.

Second, once you get the attention of these new consumers, you must keep them engaged.  The best way to do that is to enhance the fan experience.

Through interactive content such as live Q&A sessions, behind-the-scenes videos, and real-time tournament updates, new media fosters direct engagement between players, organizations, and fans. The ability to comment, like, share and follow allows fans to become active participants in the conversation, rather than passive viewers.

It is not just the tournaments, it is everything.  Manufacturers, retailers, courses and teaching professionals have all recognized that fan engagement is critical to brand loyalty.

Let’s be honest, many golfers, including myself, actually enjoy watching the Good-Good Guys and St. Andre Golf on YouTube.  Also, who doesn’t like watching Bryson DeChambeau trying to make a hole-in-one over his house?

Next is the ability to update information in real time.  People in general are no longer waiting until the local news gets to sports or tournament coverage to start on Golf Channel.

Live streaming and instant updates on digital platforms provide fans with up-to-the-minute coverage of tournaments and events. This accessibility ensures that fans can follow the action from anywhere, using smartphones, tablets, or computers. Given the propensity for everyone’s schedules to be filled 24 hours a day, new media might be the only way for fans to keep up.  This also means for the golf industry higher viewership and more opportunities to showcase sponsors, partners and products.

Another somewhat obvious benefit is cost.

Digital marketing through new media is often more affordable than traditional advertising. Courses, manufacturers, and event organizers can leverage targeted social media campaigns, influencers, and emails to attract new customers and retain existing ones for a fraction of the cost.

Finally, new media provides like-minded golfers with a sense of community and belonging.

Online forums, golf communities, and dedicated apps enable fans, amateurs, and professionals to network, share tips, and organize local or virtual events. This sense of community strengthens loyalty to the game and encourages new participants to get involved, supporting the growth of the sport at all levels.

By embracing digital platforms and innovative media strategies, golf organizations and professionals can ensure the sport’s continued growth and relevance in a fast-changing world.

While I may have surprised some with my embrace of new media given that I still think we all should put down our phones once in a while.  The reality is that it is not how things work these days. And while my favorite way to watch The Masters or the Open Championship is on my couch with a cup of coffee first thing on Saturday or Sunday on my 70-inch TV, I may just be watching it on YouTube.