Social media and events are a match made in heaven. Not only is social media a platform to promote and share about your events but it also provides an opportunity for your guests to connect, engage and continue the fun even after the event doors have closed.
Promoting your event on social media is only one piece of the pie and there are lots of opportunities to use social media before, during and after your event. Here are some key elements required in making your event ‘social media official’.
Before the event:
Your focus before the event should be on sharing information and promoting tickets. But with so much time to promote your event, how are you going to find original ways to talk about it?
Break your social media content into three categories: informational, inspirational and promotional. You may have heard me talk about these categories before but when applied to events, they are even more powerful!
Informational content could include posts about the venue, sponsors, speakers, topics and more. The purpose of informational content is to answer people’s questions and break down any barriers that may stop someone from coming along. Are you getting asked the same questions about your event? Write up a response and post it to social media. Informational content doesn’t include a call to action but when done right, can speak directly to your target audience and entice them into coming along to your event!
Inspirational content could include quotes and images that relate to the core values of your event. How do you want your guests to feel and what content can you share that will have the same effect? Give your followers a taste of the experience and they’ll be jumping to get a ticket!
Promotional content is the most common type of post used to share an event and includes a promotional image with copy and a link to buy tickets. This is a necessary part of your social media strategy but be sure to mix these posts with a variety of informational and inspirational content.
As a general rule, 80% of your content should be informational and inspirational and 20% should be promotional.
During the event:
Your focus during an event should be on encouraging guests to contribute and engage with social media. But how do you create a safe space for people to do this? I believe there are a few elements involved!
Creating a beautiful event space is necessary if you want guests to take photos and share their experience. How can you wow them into taking some snaps?
Encouraging guests to use an event hashtag can be difficult. Make sure that the hashtag is displayed at a number of touch points and mention the hashtag during your welcome speech.
Make social media a part of the experience. Perhaps you could provide prizes for the best social media post?
At a recent event, the first thing I did with my guests was encourage them to take a selfie and check-in at the venue. I made it part of the 'learning experience' by explaining how their posts could amplify their personal brand on social media.
You might also want to invest in a professional photographer or videographer who can capture some gorgeous marketing collateral for future events.
After the event:
Your focus after the event should be keeping the momentum and creating a touch of FOMO for the people who didn’t attend. Here are a few ways you can do this:
Make sure to personally connect and engage with your guests on social media. This will be super easy if they’ve used the event hashtag.
Share your experience with photos and videos and make sure to tag your guests. Share everything from the beautiful space to the speakers and the guests. Give your followers a good feel of what it was like to be there.
And if you’re holding another event, tell your followers where they can go for more information. If you’ve nailed these steps, your followers will be convinced that they HAVE to be at your next event and what better time to promote your next one!