When planning an event there are a number of things to take into consideration including the role social media can play leading up to the event, on the day and post event.

Social media has a role to play whether your event is online like a webinar or a blab or offline like a seminar or a conference.

We wanted to share 6 tips to think about:

#1. Develop a plan

Create a plan where you identify the following:

o   Who is your target audience?

o   What communication tools will you use? Social Media, Media, Email Marketing etc.

o   How and what are you going to communicate?

o   How often are you going to communicate with your audience using the outlined tools?

o   Do you have any existing content that you can utilise? For example, say your event is a health conference. You may have pre-existing blog or video content that you can leverage and use to demonstrate your knowledge and the kinds of content attendees may receive

o   What is the goal of the event?

o   Do you have a budget for paid advertising in the social media space?

o   How will you measure event success?

o   How will you measure the success of your social media promotion?

#2. Create a Hashtag

Create an event hashtag to assist with promotion. Ensure you list the hashtag on your sales page along with a Click-To-Tweet link to encourage attendees to promote their attendance. Make sure you include this hashtag on all event related communications prior to the event, during the event and post event.

Use Tweet Reach to measure the reach of your hashtag on Twitter. Hashtracking can be used to measure the reach of your hashtag on both Twitter and Instagram.

Both of these tools have free and paid options.

#3. Connect with influencers

Identify key industry influencers that you are connected to.  Chat to them and see if there are opportunities available here. For example, you may be able to provide them with a free ticket to the event in exchange for promotion. If you have a strong relationship they may be willing to promote your event as a show of support. The key thing is to make sure you aren’t approaching influencers who you haven’t built a relationship with yet, authenticity is important.

#4. Ensure your website promotional page has social media share buttons

Make sure your events promotional page on your website has social media share buttons. Even better, make sure these buttons have number counters, which is known as social proofing.

It’s important to make it easy for people to share your event details on social media and research indicates that people are more likely to share if they can identify others have too. Our recommended social share buttons are WordPress plugins Flare and SumoMe.

#5. Create a Facebook Event

Creating a Facebook event can be a great way of spreading the news and allowing attendees to easily invite others who may be interested.

Key things to fill out:

o   Upload an eye catching visual. Remember that Facebook is a cluttered space; capture people’s attention by using strong imagery.

o   Use the street address if it is a physical event. This will ensure it embeds on Maps.

o   Allow non-admins to write on the event wall – it is social media after all!

o   Make sure the guest list is visible. If people can see their friends are going or event jus that lots of people are going they may be more inclined to attend.

o   Post in the event page leading up to the big day. Share announcements, speaker information, explain what people will get out of the event etc.

#6. Use Facebook Advertising  

Facebook advertising is a small cost-effective way of advertising to a targeted audience. There are a number of ways to advertise including ‘Promote your event option.’ Often, this is an expensive way to try and gain attendees so we don’t recommend this form of advertising. On the other hand you can engage in remarketing advertising – this is when you are targeting people who have already visited your website. This can be a great tool to target people who have visited your website, but haven’t purchased a ticket to the event. You can also exclude targeting audiences who have purchased a ticket – clever!

How do you promote your events on social media?

Jessica Humphreys is a social media consultant and founder of Social Concepts Consulting

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