6 Step Event Social Media Plan

Using social media to promote any event, from a New Year’s Eve party to a business conference, is the “gilt-edged, handwritten” invitation of the 21st century.  The better it looks, the more likely they are to want to come.  Here is a 6-point plan to make the best out of your social media for an event.

    1.  Wait, don’t post anything yet!

You need to start getting people excited about your event early, but first you need to take the time to put together a carefully thought out social media strategy.  Start by answering the following questions:

• What do you want to say? – We’re having a party on a yacht!
• Why do you want to say it?  – Because we want lots of people to come or we can only cater for a few, but we want everyone to wish they were there
• Who do you want to say it to? – High earning, male and female over 21’s who love an opulent lifestyle
• Where are you going to say it? – Facebook, Twitter, Instagram
• How are you going to say it? – With teasers, pictures, quotes, competitions and hashtags

Answers to these questions will tell you what platform best suits your event and your targeted demographic.

     2.  Are you sure you are talking to the right people?  

Defining you audience is not always as easy as it seems.  Especially if you are catering for a wide demographic of people.  It is sometimes a good idea to define one group within that demographic, in particular the decision makers.  A common mistake, for example, is for organisers of events that caters for families with small children, is to target the children.   Actually it is the parents who make the decision to bring their children your event.  By targeting the parents of small children and maybe shifting the focus from fun kids activities to a relaxing day out or a parent/child bonding experience, you are talking directly and not indirectly to the right demographic.

By meticulously defining your audience, you know better who to target and exactly what methods of communication work better to promote your event, to the people you actually want to listen.

    3.  Choose your party headquarters

Not only does each platform engage with a different audience, but people expect different things from each one.  Use that one as your main point of information, from there you can “tweak” your copy to suit the other platforms you have chosen to promote the event.  There are a few simple tricks you can use to get people to engage on social media.  But, whatever you do, don’t use the same copy across all platforms.

The best way to link across social media is to create a carefully thought out hashtag.  It should be unique, memorable and short.  Use it with every post and encourage others to as well.  It is a common way for people to find information about the event, see what others are saying about it and include themselves in the conversation.

Only when you have a solid strategy, should you start posting about you event.

    4.  Engagement leads to an “I do”

If you consistently engage with an audience that is trying to engage with you, then they are much more likely to say “yes” if you invite them to an event.  If people comment on your social media posts, either asking questions, complimenting you or even complaining, don’t ignore them, or give a generic answer.  Always respond by being polite and personable.

    5.  Just how much fun are people having?

The lucky ones who get to attend your event will no doubt want to share information about the event while it is happening.  Don’t assume that they are going to though, you need to encourage people to do so.  Hold a simple photo contests or to one that encourages people to comment using the event hashtag.

    6.  It’s a year later and people are still talking about it

It easy to keep the momentum of your event going.  Post pictures of the highlights, encourage people to share their own pictures.  Post questions that encourage people share their highlights of the event.  This is also a great tool to use to get valuable feedback from attendees to ensure they come to follow-up events and create a positive, trusting sense of your brand.