Nearly every event is marketed on social media. The advantages of social media include its low costs, its social nature, the possibility to tailor messages according to target groups, and its speed. The most important factor is the social nature of communication in social media. It provides an efficient channel for publishing announcements and notifications, but the true power of social media lies in the fact that it allows direct communication with the very people who are interested in your event. At it’s most simple form, communication can simply mean answering messages and asking questions, but it can also entail polls, competitions and initiatives, in which case the participants and followers play an important role.
We recommend nominating a social media manager for your event, who will be responsible for regular communication with the audience. Regularity is key. It is a good idea to draft a realistic social media plan and establish the frequency of communication on each channel.
Depending on the channel, we would recommend publishing updates once a week throughout the year, and at a frequency of about once a day for the time immediately before the event. There are, however, major differences in the recommended frequency of publishing updates between different channels: while it is OK to publish updates on the same theme several times a day to Twitter, doing the same would be too much on Facebook.
Make sure that you update your channels regularly because an inactive social media account gives a bad impression of the event. If the social media manager will be away on holiday, for example, they can schedule updates that will be published automatically during their absence. A good option is to also have a backup person who can cover for the social media manager in case questions are asked via social media, if there is a need for moderation in the discussions, or if there’s an unexpected event (serious threats to safety, a performer falls ill/dies, etc.).
Cornerstones of a successful social media campaign:
Social media channels change constantly, and the social media manager of the event should keep an eye on the changes so as to be able to react accordingly. At the time of writing this guidance, Instagram, Facebook, YouTube and Twitter were among the most popular social media channels, but this may already have changed by the time you are reading this.
The challenges that event marketing teams face are partly different from those related to the marketing of other products and services.
The advantages of marketing events on social media: