This is really tricky.
As a club we were literally nothing 2 years ago, 3 blokes who wanted somewhere local to race. 2 years on we have one of the largest non-permanent indoor tracks in the UK, brand new AMB timing, and 30 regular racers...welcomed 65 to an all day meeting in the winter. And the ONLY way we could grow that fast was via Facebook.
Now I personally can't stand FB, far too busy, too much crap from far too many people and adverts/constant data being sold. Aside from the club page, I recently HAD to go on FB as I needed a page for work...but created the profile that 'owns' that page as my name in Latvian ; )
But the fact is that as a club we've flown via FB. Found all the old guys who used to race via it, widened our network across SE via it, advertise our races via it. It's a great tool. My main tip would be use an OPEN PROFILE for the page, meaning NON MEMBERS of Facebook can view the page.
I love twitter...use it far more for work, but it's not as effective as FB for growing a club, so we've focused on FB...AND...
Don't forget OOPLE!
Jimmy bless him very kindly set us up a club section when we were a 'nothing', which I use to post details of improvements to the club, big meetings and racing calendars etc. Its great as it doesn't have any clutter, it's specifically about the club, and it doesn't disappear down a page of constant FB drivel.
This is also the first place we send our 'newbies,' either to look for second hand gear or to ask questions of the wider community, and to generally learn by reading an amazing back catalogue of 'threads.' As with our club section, technical stuff/answers on here are far more searchable and long terms than on FB.
If you want to grow the sport you have to engage in social media, and again via work I know there are two types...FB and everybody else. It's a giant, and even though I'm not a fan I'm happy to exploit it to gain a few more racers.
The club by the way is 1066 Racing in Hastings, Sussex. Hosting our first BRCA regional next weekend, very proud! : )
LINKS:
http://www.oople.com/forums/forumdisplay.php?f=233
https://www.facebook.com/1066racing/