All marketing teams know that social media is an invaluable tool. Especially for events. From tweets to teasers, promotional materials to speaker bios, social media is essential for event promotion. However, even when consistently promoted across multiple social networks, high visibility for your event and event content isn’t guaranteed. There is no promise that those on the receiving end will pay it any attention. In order to make the most of social networks before, during, and after events, companies need to focus the, who, what, when, and where, of social media sharing for events.
What Type of Content?
Deciding on what content you want to use is the first hurdle in any content marketing strategy. Whether or not it is for an event, content must always be on point. One of the most important aspects of social media content strategy is third-party content. Content that is produced by organizers, partners and guest speakers not only showcases what the event has to offer, it also lends overall credibility.
Where to Publish Your Content
A dedicated Facebook page and a short, catchy hashtag are where most event organizers start. But this is just a fraction of what your content needs to take off. Knowing how to navigate the different audiences across channels is key to ensuring your event content is engaging. Industry-specific content, for example, performs best on LinkedIn. In contrast to Facebook, where posts without a personal voice perform more poorly than those that use humour, and a touch of personality. Choosing the right content, for the right platform will ensure that your event receives not only great visibility but engages your audience and inspires them to take action.
Who to Target
Target the right audience is crucial. More often than not, the people who are most receptive to event-related content are the connections of those who are already involved. Attendees have hundreds of connections across their social networks, and guest speakers often have thousands. Tapping into these networks is the most effective way of reaching an audience that will be both interested in and ready to engage with the event.
When to Publish
There are hundreds of statistics that discuss the best times to share across different social media platforms. These infographics and stats are incredibly valuable in choosing when your posts will achieve maximum impressions and (hopefully) engagement. However, it is important to remember that what works for others may not always work for you. A great method is to combine both published studies and organization social media analytics. Using the numerous analytics tools offered by social media platforms, in conjunction with published statistics allow you to personalize. This creates a gauge for deciding the perfect time to post for your brand.
Social media is essential to any event. Used properly it can give your event additional visibility, credibility, and engagement, as well as prolong your event lifecycle. So for your next event, remember the who, what, when, and where of social media to watch your event succeed like never before.
Are Your Events Sociabble?
One of the most effective ways of leveraging social media for events is to consolidate content and facilitate cross-channel sharing; enter Sociabble.
On Sociabble, promoting an event is like throwing a party. First, you create a venue- your Sociabble platform- on which all event-related social streams are aggregated. Then, you call on event partners and guest speakers to bring along their own content ‘gifts’; creating an ever-expanding information hub. Finally, you send out invitations to employees and attendees, maximizing buzz by allowing them to share content on each and every one of their own social networks from a single, dynamic interface.
A one-stop portal for all event-related communication, Sociabble is the place to be wherever your participants are. Find out more about how Sociabble can transform your events.