If you’re not familiar with social media aside from the sporadic personal or business update, opting-in to showcase your event on various social platforms can seem intimidating at best or like extra work at the least. However, it’s one of the easiest ways to ensure your event receives the visibility it should!
Social media lends consistency to your brand, enhances reach to potential registrants, and is a great way to offer up additional compelling information about your event.
Social media platforms are the opportunity not only for you to educate and enlighten your audience but to engage with them as well. If you play it right you can end up with valuable consumer insights such as event suggestions, registration questions, limitations they’d like changed, down to comments on the location, venue, and time of your event. We recommend using this market feedback to improve on your next event.
In addition to free market research, posting your event on social platforms allows you to go VIRAL. Okay, maybe it won’t be that intense right off the bat – but everything you post about your event on social is up for grabs. Inspire your audience to comment on and share your posts with their friends, coworkers, and community. Creative, compelling content is the best way to motivate registrants to help you by advertising your event for free!
The bonus of expanding your event presence and posting up on social media? The data! Every platform has its own set of insights which will help you better target your posts, make your content more relevant, and see who’s actively engaging in what. This extra information is free on all platforms and can help you navigate your first few event strategies.
To help you get started, we’ve come up with 6 main steps toward mastering the art of social media event broadcasting!
1. Elect Your Dedicated Social Media Manager
This could be you! It could also be someone on your event team or staff or even brand-fanatic past registrants. Whoever you decide to elect as your brand manager should have a good understanding of the various platforms and a handle on basic marketing and design. Most events won’t require a huge time commitment to social media; even a few dedicated hours a week can have a huge impact.
Keep in mind: You can teach your manager how to use social media tools properly, but you can’t teach someone how to be invested in your brand. Choose someone who knows what your event stands for and how that relates to your participants.
2. Sign Up for the Right Platforms
While all similar in their missions, each social platform is different from the other.
Pinterest is photo-based so it will be most useful for brands whose events have a ton of photo evidence that they can post – and link to – on their Pinterest boards.
Instagram is also driven by visuals, but there is a lot of leeway in those photo and video captions to really detail out your intentions. Instagram lives and breathes via #hashtags; coming up with 10-20 hashtags that are both completely unique to your event (think #SignMeUpRun19) as well as tags that will appeal to a larger, relevant audience (#AustinMarathons) will get your posts exposure quickly.
Twitter is great for short shout-outs, joining existing comment threads, and posting links to worthwhile blog posts and event information. Crafting content to be fun or engaging will boost your likelihood of getting a retweet. Retweets increase your reach!
Facebook is the platform that allows you to do most everything other platforms offer. You can post photos and text together or separately, share links, and share events! You can also consider starting an event group, which is a separate forum off your page that focuses entirely on your event. Facebook gives audiences the option to like, react, share, and comment on posts so any engagement will boost your overall audience reach.
LinkedIn reaches an audience of diverse professionals. The layout, post creation, and content-sharing capabilities are very similar to Facebook. Because LinkedIn users tout their resumes on their profiles and use the platform for professional networking, they tend to be more choosy about the content they interact with. Make sure your event information and updates are well-articulated, meaningful, and interesting enough to compel your niche audience.
Choose one or all of the social media channels that you think will be most beneficial to your brand.
3. Tailor Your Content to Each Social Media Platform
When posting, consider how the content will be consumed differently on each platform. For example, Facebook users vary in age and tend to spend 35 minutes per day browsing their newsfeed. Twitter, on the other hand, is a fast-paced channel that appeals to younger users. Pinterest tends to attract users with niche interests so you may need to get more creative to come up with consumable content. A good rule of thumb is to draft your posts for a Facebook audience and post variations of the text and photos to your other platforms.
4. Enhance Brand Consistency Throughout
Businesses love social media because it not only serves as a portal for storytelling, educating, and sharing worthwhile information, but it also enhances brand consistency and transparency. This can lead to a more loyal following by consumers who really stand behind your mission.
Demonstrating your credibility and authority on your topic of expertise across platforms adds a certain “stickiness” to your brand. Your followers will begin to rely on you for information they can’t get elsewhere!
5. Create An Easy-to-Manage Post Calendar
What’s that you’re saying? You don’t have endless hours in your week to log in and out of social platforms posting your newly curated content? Fret no more. The rise of social media as B2B and B2C marketing platforms have unearthed a whole trove of tools that will help make managing your social media campaigns a lot easier.
Scheduling calendars allow you to sit down once or twice a month and set up all of your posts ahead of time. They’ll automatically direct your posts to the right platform and publish them for you as scheduled. Another easy way to help you manage your post content is to use an app like Google Calendars to make notes, include links to graphics, and more.
6. Engage, Engage, Engage!
Find your hive and dive right in! The truth is that many people are on social media to find like-minded groups they can become a part of. Audiences always respond well to businesses and groups that are highly active in their comments section, engaging with other users and sharing insights.
As you’re getting started, it’s a good idea to log in to your accounts every day just to check on activity, encourage those who are participating, and of course, share more updates on your event. Remember that content is king: social media users love easily digestible information that inspires them to share with friends.
If you follow the six steps above we have no doubt you’re well on your way to promoting your event online, gathering a larger following, and expanding your digital footprint! Have fun and make sure to make it your own!
Interested in seeing what your event or activity could look like on our platform? Request a FREE no-obligation demo!