Social media is a great way to connect with other coaches and athletes, and it’s a great way to share your knowledge. The amount of people who use social media around the world is mind-blowing, with 3.5 billion online users. That’s one-in-three people using social media. If you’re serious about your coaching business, there’s no argument as to why you shouldn’t be on social media. It’s time to make accounts on different platforms and really use them to your advantage. It may seem scary to some coaches — creating content to post every day, using multiple platforms and building your presence takes time and dedication. We are here to help break it down and (hopefully) make it easier for you.

Understanding each platform

There are many platforms that are considered social media, but there are only a handful that are helpful and worthwhile to your business. Your social media presence should include Facebook, Instagram, LinkedIn and Twitter. Don’t let this scare you — not each platform needs to have content every single day. Some platforms can have more focus than others, such as Instagram vs. LinkedIn — posting to Instagram every day is important for growing your brand, but LinkedIn can be a “few times a week” platform.

“When you can expand your reach, when you can get more eyeballs on a message that you feel is important, it means you can help a vastly bigger audience,” PGA Golf Coach Cameron McCormick says.


Facebook is a great place to share motivational content, stories, helpful/informational videos and even humorous photos. For Facebook, you’ll typically want to be posting one to two times a day, whether that’s original content or sharing other content that is relevant.


Instagram may be the scariest platform of them all. There are so many different ways to use it, so many different types of content to create and so many ways to reach an audience. Instagram is a great way to connect with other coaches and athletes by reposting their content (if relevant to yours). It is a great platform for tutorials, sharing drills, product posts (such as marketing your coaching business), inspirational quotes and of course, captivating images. As a coach, the content that will help you the most is sharing drills you come up with, helpful tutorials and posts that explain your business. Video is your best friend in the sports social media world.

The average post for Instagram is one to two times a day for posts and three to five times on Instagram Stories. When it comes to posts to your feed versus posts for your stories, you want to make sure they are different, yet relevant. Instagram also has IGTV, which is where you can post long-form videos. IGTV is very important for your strategy.


LinkedIn is the best platform to share anything and everything business related. This is where you get your brand and your name in front of other business owners. LinkedIn is great for blog posts, industry news, in-depth how-tos, tips and tricks and business updates.. However, you don’t need to post every day — three to four times a week should be enough to keep people engaged.


Twitter is the platform where it is acceptable to post almost as much as you want. It is great for sharing your thoughts, retweeting useful information and sharing the less formal side of your business. It is also a great way to connect with people by searching through the trending topics and inserting yourself in conversations.

Bonus platform — YouTube

As a coach, creating a YouTube channel could be extremely beneficial. This is where you share longer videos that really go in-depth with your content based on your other channels. You can film a whole lesson with an athlete, edit and post it to YouTube to help other athletes. YouTube is also great for in-depth how-tos and virtual lessons.

Creating the content

Creating content for social media can be intimidating, especially with the potential for how many people to see it. Although you do need to post good, well thought out content — it doesn’t have to be filmed or photographed with high end gear such as the Canon 5D Mark III. It can easily be shot with your phones, as long as it is nice, good, captivating quality. Also, while hiring a videographer might be a good idea, it is not completely necessary.

“You don’t need to hire a videographer,” says McCormick. “It doesn’t need to look super polished, it can be an iPhone. Probably about 50% of what we post on our social channels, specifically instagram, is just instructor X or instructor Y doing something on their iPhone. When we have a more refined message that we want to get out there to the greater public, we will put that together in somewhat of a more structured and polished form [with our professional videographer].”

Using social media can be extremely beneficial for your business. If you have any questions about social media, feel free to reach out to us via Instagram messages and we can help you in any way.