Okay, so you have active, well cultivated social media accounts all set up to promote your event. Great! In this day and age, where selfies, streaming, and perpetual online connection are the norm, it would be worrisome if you didn’t. But when you’re already working so hard to populate these accounts with content that will appeal to your audience, are you confident that the accounts are working for you?
If you’re lacking that confidence, or wondering how a social media account could possibly “work for you,” read on.
First and foremost, your accounts need to have synergy, and in the realm of social media marketing, synergy is born of consistency. If someone sees an advertisement on Facebook, they may or may not click it. But when they see the same headline on Twitter, and the same picture on Instagram, it’s going to start becoming familiar and, if their interest is piqued, they’ll eventually pursue it. Ta-da! Your synergistic social media accounts just worked together to pull in an attendee.
Next, you need to analyze your accounts’ reach. Think hard about your audience: what is the best way for them to receive your message? In this case, “best” does mean most effective (i.e., the way that’s most likely to get someone to register), but it also means through the channel that’s most likely to reach a prospective attendee. For instance, if your audience is full of generation X job hunters, LinkedIn might be the best way to reach them. On the other hand, if you’re going after a crowd full of millennials, you’ll probably get better results using Instagram and Snapchat.
Finally, partner up with “outsiders.” You have sponsors and/or other vendors involved in your event, right? Well, they almost certainly have their own social media channels, so work with them to make sure they’re promoting their presence at your event. Retweet/gram/post their content, and ask them to do the same to yours. You promote them, they promote you, and you both reach more potential customers—without any additional content creation work on your end.
Now put those social media accounts to work!