PROMOTING YOUR EVENT USING SOCIAL MEDIA

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When you’re busy organising an event, promoting it on social media, along with everything else can seem an uphill task.

So, here’s some easy and affordable tips for you to make your event as successful as possible.

Choose your social platform wisely

If you’re time strapped (and who isn’t?), then don’t post on every platform available. Your chosen social platform(s) should be industry and target audience specific, as some are more effective than others. Here’s a quick overview:

Facebook – You can share event updates, engage followers, and create event pages. You can also target your messaging to specific groups using paid promotion.
LinkedIn – Great for B2B and industry networking, this professional social media platform is a good choice for company news and event announcements. Plus they offer powerful targeted advertising.
Instagram – Brands get the most engagement on this image-based social platform.
Twitter – Use posts and an event hashtag to build excitement before and during your event. And ads are also an option.

Create your event hashtag

Hashtags # are a great way for people to follow along with your event through a simple search on their social media networks. And they can be used throughout Facebook, LinkedIn, Instagram and Twitter, so your participants can follow what you are up to.

By sharing an image with the official hashtag for your event, attendees can follow event updates. Be sure to pick a unique and memorable hashtag and encourage followers to tag their own relevant images, building a community before the event even starts.

And this allows you to add a personal connection, engaging with people who use your hashtag, liking and sharing their posts, and taking the time to comment. People love attention from the companies they follow, your followers will too.

Check your social profiles

Before you embark on any event social media campaign, make sure your social profile pages are up to date. Create new headers and company descriptions, plus post any updates to promote your event. Some quick tips:

Add your event hashtag to your headers and descriptions.
Be consistent with your look/brand .
Use the correct image dimensions for each network.
Check your ‘about’ sections are current also include a mention of your event.

Content is King (and Queen!)

The more engagement your posts get, the more potential event-goers see your content, so every post needs to count. Some suggestions:

  • Always include a relevant image or video, they always create great engagement,
  • People love to see behind the scenes, so include a few snapshots of the event build-up in your posts. Remember authenticity is key here, no need for perfect shots!
  • Don’t ‘hard sell’ all the time, there are lots of tried and tested content creation ‘rules’ out there. One set we use is to post 50% curated content, 30% of your own content and 20% fun.
  • Remember to keep the conversation engaging and interesting to your target audience.
  • Make your posts platform specific. For example Twitter is short and sweet whereas LinkedIn posts have a more professional tone.

Video

Videos always catch people’s eye, so use this to your advantage. If you have footage of previous events, then post this. And it doesn’t need to be professionally shot or minutes long. Facebook are reporting the best engagement is with videos only 6 seconds long.

Testimonials about previous events

People love to hear about other people’s opinions and reviews, so use this! Pull together some amazing testimonials about why your event is going to be of value. This can be as an image of a quote or a quick video. Putting these out on social media creates trust and helps positive messages reach as many eyes as possible, which is exactly what you want.

Host a contest or giveaway

We all love free things, especially if they are of value like your event! And contests are the perfect way to motivate word-of-mouth promotion without a huge investment.
For example, hosting a contest on Instagram or Facebook is simple, for example asking people to like your post to enter. However, be sure to adhere to teh platforms’s rules, for example here are Facebook’s and an example that “tag your friends in this post to enter” is not allowed..

Make sure to consult with a lawyer and post contest rules that that reflecting your local and state legal requirements. You don’t want to risk your event brand during promotion.

However, these kind of promotions are extremely successful at generating interest in an event and have the potential to reach a large audience.

Simplify your process

Developing, managing and scaling up your social media strategy can be time intensive. By using social media tools, you can save yourself time by make your social media management less manual and more effective. Here’s how:

Planning and scheduling
You don’t want to be online twenty-four hours a day, social media tools help you plan, organize, plus schedule your posts to go out while you get on with other things.

Create and curate interesting content
Content curation platforms can help you find engaging or just give you ideas of topics that your target audience will be interested in.

Paid social media ads

On average, only about 10% of your Facebook followers will see the content you post on your event page.
If you need your content to definitely be seen by your target audience, you need to be looking at paid social ads. Organic postings and engagement give your advert additional value, meaning your ads have more weight in the auction world of social advertising. That means supplementing your organic posts with paid social ads.

When creating a social advert look at:

  • An eye-catching image or video
  • Short and sweet post text
  • An even shorter headline – that’s still engaging
  • A direct call to action (i.e. “Tickets”)
  • A link description (i.e. “Purchase your Ticket”)

Measure your social media activity

In order to see what works with social you need to measure your social media activity. This way, you’ll get better and better with each event. A few tweaks to your campaign can result in real tangible results. This goes back to the earlier social media tools, which can produce reports enabling you to see:

Engagement rate – see the posts with the best engagement
Link clicks – how many people are clicking on the links from your posts
Impressions – the number of times your content was displayed

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