For some it is a boon, for others a bother; but like it or loath it, social media is an effective tool that can be used for the benefit of Irish Sport Horse breeders. According to Alison Corbally of Horse Sport Ireland (HSI), Facebook is the platform of choice for sport horse people. “It can have a huge impact to reach a worldwide market. If presented well with good quality video and commentary, it can get a massive response,” she says.

The studbook for the Irish Sport Horse has its own Facebook page. While any individual breeder or owner can have their own page and put up a horse profile on their own, it does appear to help if it is posted on an official page, like that of a studbook or national federation.

During any given season, the winning rounds of as many Irish Sport Horses as possible are recorded, as are HSI classes. Where possible, an interview with the breeder/owner and rider will then give details on how the horse was bred, plus performance information on any close relatives. This process also applies to the foal championships.

“Postings like this have the potential to reach a worldwide audience and within minutes there could be 2,500 views plus shares that have a multiplying effect,” she says.

INCREASING SALES

Perhaps the most effective use of this technology comes into play at the World Young Horse Championships in Lanaken. Every clear round by an Irish Sport Horse is recorded and posted. Over the five days this year, some 380,000 people were reached and the winning round was watched by 7,000 people.

The Irish Sport Horse Facebook page is relativity small with just 13,000 followers, which makes the reach for individual horse successes more remarkable. The Facebook postings also bring people who are at the championships to visit the Irish Sport Horse stand for further information on what relatives of the horses might be coming up for sale.

When Columbcille Gipsy won the gold medal this year, not only was the winning round posted, but also the presentation ceremony, the press conference and an interview with Ger O’Neill.

When we spoke with the new HSI CEO Ronan Murphy some weeks ago, he noted that there would be renewed use of communications technology in promoting the sale of Irish horses. “We are not in the business of buying or selling horses,” he said. Rather, he stressed that it was their job to promote and publicise. There could be no better tool for this than dedicated and knowledgeable use of Facebook.

Not everyone may be fully up to speed with modern internet mechanisms – myself included – but thankfully HSI is doing it for us at all major young horse and foal championships. That is bound to bring good results. So for once, I like Facebook.