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I often get asked “How can I leverage social media to promote my event?” So by collecting some of the best practices from event organizers who use Eventbrite, I pulled them all together to help you get started down the path to social media optimization! But it’s important to note that social media is a clunky gun, not a silver bullet-it’s a tool, not a strategy. The best way for each event to utilize this tool will vary depending on who the target audience is and how they engage online. That said, social media can be an incredibly powerful promotional resource, allowing you to reach more of the people that care about and ultimately want to attend your event. When people share information about your event with their network, that message carries much more weight than a traditional ad It’s a personal endorsement of your event. Social media is also the perfect tool to generate buzz, to get people talking about your event in a record fashion where others can stumble across it and get caught up in it too. That’s how people have promoted their events from the beginning: get people talking about it. What social media brings is the ability for anyone to discover the chatter, giving it far more reach and power. There are a lot of features to support sharing of events through social media. Some guiding principles:

1. Choose the platforms that make sense for your event.

There are a few options when it comes to promoting your event through social media, and each has unique advantages and disadvantages. For example, Facebook and LinkedIn show who’s attending and aggregate conversation about the event in one place, while Twitter provides the opportunity for anyone to discover the event. Look to strike a balance across several platforms but most importantly, understand where your target audience is already engaging. Identify existing communities by searching on LinkedIn, Facebook, or other forums, monitor Twitter conversation, and locate the platforms that have the most activity. This is where you’ll want to place the majority of your efforts.

2. Define success metrics and don’t underestimate the effort required.

To new users, online communities might look self-sustaining. They’re not. Facebook, Twitter and the rest all take work, ideally in the form of a dedicated individual who can keep dialogue flowing and seed productive conversations. Continuous new content and engagement tactics are required to grow the vibrant community necessary for achieving buzz around your event.

3. Publish your event to Facebook.

Publish your event to Facebook. You can publish the event as a stand-alone event created by your Facebook profile or as an event associated with a specific fan page. Facebook Events allow you to easily invite your friends and fans and it makes it easy for them to share with their friends. It creates a central location for attendees to begin to connect and share their excitement for the event.

4. Create a Facebook Page.

For larger events a dedicated page may be appropriate as a central location to engage with attendees and people interested in learning more about your event. The best pages that out there post updates almost daily, giving fans a window into the planning process of the event. Have you just secured an amazing caterer? Has an exciting speaker agreed to attend? The Facebook fan page is not only a great way to get your attendees excited, but also to get them involved in the event itself by asking them questions that can influence the content or the agenda. As always contact KLM Events to make your next event extra special!


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