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5 Ways to Utilize Social Media to Promote Your Event


 

With the holiday season just around the corner, event planning is in full swing for many. Though plans for attending an event may seem a little premature at this moment, planning to host one, on the other hand, is a different story. Whether it's a holiday themed party, or a special conference, the goal for your event is not only to execute its purpose smoothly, but also assure that it is well attended.

While most businesses opt for a conventional method of event promotion, such as in-house marketing and word-of-mouth communication, you can't forget about one of the most significant platforms of communication and marketing today: social media.

Of course, offline promotions will garner interest and attendance, as they always have, but remember, social media is no longer the "wave of the future." It's current, and its potential for promotion is stronger than ever. If nothing yet has sold you on leveraging this digital channel, how about the fact that most of what you can do is FREE? Of course, keep in mind that as social media becomes a normative platform for most people, it has become more competitive. Make sure that you know how to use it properly to advertise your events. Furthermore, make sure your event's social media promotions are established with enough lead time to leverage them effectively, and like a freshly filled pan of Costco samples, it's best to act fast.

Here are 5 ways that your event can build better exposure by utilizing social media.

  1. Create Event Listings
    Facebook, Yelp, and Google+ all have event listing capabilities. Depending on the scope of your event (private or public), you can create listings to cater to your promotional needs. Make sure these listings are detailed and provide an adequate amount of information, as well as intrigue. You will need to actively monitor your listings, keeping them strategically and creatively pushed. Make sure you remind fans to join the event listing through postings, eblasts, newsletters, etc. Also, be sure to go a step beyond social media and place your event on online media calendars (most magazines allow you to submit these online) and sites geared specifically for events, like Eventful and Zvents.
  2. Develop a Special Hashtag
    No, this has nothing to do with breakfast, just social media. Whenever you see a word or phrase attached to a pound (or hash) symbol, like #event, then you're looking at a hashtag. In a nutshell, a hashtag is a word or phrase used to categorize the meaning or topic of discussion within the social media realm. Used primarily on Twitter (there's currently no use for the hashtag on Facebook) and Instagram, a special hashtag can provide your event with added dialogue from fans. Make sure that your hashtag is unique and as short as possible. Also, place it on any kind of promotional collateral, both print and digital, so that people are aware that this tag exists. Lastly, and most importantly, establishing a hashtag will allow you and others to keep track of what people are saying about your event.
  3. Promote Social Media Pages on In-house Marketing Collateral
    Don't sweat it if the details of your event are constantly changing or being updated. With social media, updates are quick and easy. You can either provide the social media username for each platform on an in-house piece of printed material (along with the social media icon to distinguish the account), or add a QR code that directs to the social media account you will update most regularly.
  4. Cross-promote with Partners and Sponsors' Pages
    If your event involves another business or organization, and that entity is active on social media, make it a point to take advantage of this. It's a simple piggyback effort that will ultimately provide more exposure to the event by connecting with the fan base of each other's accounts.
  5. Integrate Your Event Into Social Media Designs
    Three years ago, social media pages weren't the most visually pleasing mediums, nor did they allow users to control the look of their pages; however, today, that's all changed. With Facebook, Twitter, and Google+, you're given the opportunity to create your own graphics and utilize them as much as possible. Be it a cover photo on your Facebook, or the background of your Twitter page, integrating your event in some way is another possibility to further promote your event to your social media following. Just be sure to pay clear attention to the requirements on the social media pages where you implement your graphics, as you don't want to go against the policies and potentially endanger your account.

To ensure the effectiveness of these tips, first evaluate your event's purpose and to make certain its details are as concrete as possible. Heading into promotions with loose ends, whether you're directing your advertising efforts towards a print medium or social media, may lead your event into unfortunate territories. Details and clarity are key, and with that, social media has the ability to play an instrumental role in a successful and well attended event.