Event Planning - Event Marketing (Part IV)

Social media

Throughout this blog series, we will cover various aspects of social media marketing for events. To begin with, let's focus on some fundamental concepts.

While email is the most desired contact information, having various points of contact is even more advantageous. Apart from collecting email addresses, encourage individuals to also connect with you on Twitter, Instagram, Facebook, LinkedIn, or any other platforms where your event series is active.

Enhancing redundancy in your marketing strategy can boost its effectiveness. If individuals overlook event notifications initially, they may catch them when they are reposted on another platform. Additionally, providing additional reminders raises the chances of attracting more attendees.

One of the major advantages of using social media platforms is the convenience they offer in sharing information about your events with friends and inviting them with a simple tap on their phones.

Even if individuals do not send a direct friend request, when someone registers for your event, that action may automatically show up on their social feeds or they might share it on their feed without sending personal invitations. Additionally, individuals could come across their friends' social feed posts discussing your event and become intrigued. The organic viral aspect of these posts is an excellent method to expand your reach.

One of the most frequent mistakes in social media marketing is being overly pushy with early promotion in an attempt to attract new attendees right from the start. If you already have a solid social media following, you can draw attendees by posting about your event. However, if you are just beginning, it's probable that your social media following is too limited to draw attendees. In these initial phases, rather than bombarding with promotional messages early on, consider social media as a platform to gradually build an audience over time and reconnect with existing customers.

First-time marketers often believe that promoting events on social media is easy, expecting that by sharing the event, it will go viral and attract a large audience. However, in reality, most people overlook the initial announcement. Even if some individuals share it, those who see it may not have a connection with you. Unless the event is exceptionally unique, the likelihood of it going viral decreases, resulting in limited impact.

While social media and email marketing are valuable tools, they are insufficient by themselves. Ultimately, the quality of the event is crucial for successful event marketing. If you advertise an event that lacks appeal, your email and social media posts will be disregarded. It is essential to ensure that your event is captivating enough to capture attention in a crowded market. Strive to plan events that will impress your participants.

Genadinik, Alex, Event (2014) Planning: Management & Marketing For Successful Events, Kindle, ISBN: 1519178204, 

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