When PGA champ Jason Dufner went on a media tour in NYC after the Championship, Facebook chronicled his whereabouts and all the behind-the-scenes action. Moreover, partnerships with other media outlets like Howard Stern and “CBS This Morning” helped increase the posts’ reach, particularly with non-golf fans. Added components to PGA’s Facebook creativity: a “Guess the Course” game featuring scenic photos of courses throughout the world, which gets fans guessing and sharing like mad; “A Quick Nine” love list on a particular topic, generated solely by fans; and a “Golf Buzz” water cooler on social golf conversations.

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The John Malone Factor

While David Zaslav in basking in the limelight, make no mistake about it. This deal has John Malone ’s fingerprints all over it. “John is behind all of this, as you know, through his ownership position in

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