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The Masters has apparently abandoned social media: right or wrong decision?

The social media revolution has transformed the sports marketing toolkit and landscape. A sign of how powerful this change has been is that almost all of sport’s major rights holders have very quickly embraced social media, including some surprising names.Take Augusta National Golf Club, the owner and organiser of The Masters. Given their world-famous adherence to tradition, you might not have expected Augusta's rulers to have been social media early adopters. But they were - in fact, if you’ve ever had any dealings with them, you’ll know that ‘The Men Of The Masters’ may be traditionalists, but that doesn’t mean they’re not innovators: quite the reverse - especially when it comes to media.

In 2009 – well ahead of the mass adoption curve – The Masters went onto Twitter and Facebook. During the 2009 tournament, they provided regular Twitter and Facebook updates, and rapidly gained tens of thousands of followers. Best practice at the time? Absolutely.

Masters golf on Facebook

So it was all the more surprising that a year later, during the 2010 tournament, The Masters posted only one tweet and no Facebook updates.

When I raised the subject on Twitter last night I had a reply from none other than golf’s leading Tweeter (1.2m followers and rising) Stewart Cink, who had obviously noticed the lack of engagement:

Stuart Cink Twitter Tim Crow