Nowadays, industries across the globe are struggling to keep their heads above water in this tough economic climate, but it’s not all doom and gloom. The events industry is one of a minority of industries that have not only survived, but instead is booming. But why is this happening? The world is becoming a more sociable place. Many people love attending events; especially young professionals in cities as they often have the disposable income to do so.
It doesn’t take a genius to work out that for an industry to stay fresh, people need to stay innovative and on trend. Welcome social media. There’s far more to social media than sharing cat videos to your network. Social media has developed leaps and bounds. It has far exceeded its’ initial aim of connecting friends and family as now businesses are taking it on board and if they are not then they should be!
The cost/benefit analysis is ridiculous. It needs to be utilised! The events industry is naturally one of the most sociable industries therefore, what better way to capitalise this than social media. As social media has been growing exponentially (much like the events industry), more and more companies have subscribed. It goes far beyond Facebook and Twitter these days…
Each outlet naturally offers its own advantages and disadvantages. Whether it’s the arty style of Pinterest/Instagram or the more serious LinkedIn; a mixture of various social media platforms tends to be the key. In my opinion, Facebook and Twitter should be at the absolute forefront of your social media strategy, but why?
A lot depends on the age range of your target audience. There seems to be an upward trend in younger people leaving (or not joining Facebook) with the replacement of elderly people instead. The key point is that social media is constantly changing and it will continue to do so.
How Social Media Can Be Used To Promote Your Events:
Step 1: Facebook – Create a Facebook event and invite relevant target audience members. If it’s a big event, keep the event as public so that other members can see this. Encourage attendees to share the event page and what you have is free, effortless advertising for your events company.
Step 2: Twitter – Tweet links to the event. Twitter comes into its own a lot more here, as your tweet can reach large numbers of people; especially with effective hash-tagging. You could also be specific and use the search options on Twitter. For example, if you’re running a high-key event in Kensington then search ‘Kensington Nightlife’ and see what comes up. You can always comment on tweets linking the two, or follow relevant people who come up. This is great as it is targeted marketing which is quality over quantity.
Step 3: Instagram – Take selective pictures of your event and upload them onto your Instagram feed. With carefully thought out filters to optimise your picture quality you can produce some really impressive photographs. Again, the hash-tagging comes into play here. Use them well to bring more and more new followers to your Instagram feed.
Step 4: Twitter – Delegate one team member to ‘live tweet’ during the event. Set up a hash-tag for the night so your followers can tune in to the event as it unfolds; especially if they were unable to attend.
Step 5: WordPress – Write a blog about how the event went. Key themes of the night and a couple of interesting photos should do the trick. As a general rule, 500-800 words are the optimum amount of words to be informative, but not too long-winded. Another point to get across would be that WordPress is the biggest blogging site. Tumblr is often associated with teenage girls so steer clear if these are not your target audience.
Step 6: Facebook – Upload an album of the photographs you took at the event. This is a great way to grow the Facebook fan page due to the fact that you can alter the settings so that people have to ‘like’ the page to tag themselves or friends in the official photos. This is something I have noticed that nightclubs do very well at!
Step 7: YouTube – Take some cool videos of your event. Edit the video so that it’s nice and short. Upload it to your channel and drive traffic to your site – again with Twitter and Facebook.
NOTE: You’ll notice I haven’t really mentioned Google+ or LinkedIn as I’ll be a focusing on them for my future articles.
Your life will be made easy when your customers start doing some of the work for you. This happens when they upload their own photos or blog about their experiences of the events. Please note: These suggestions are my own personal thoughts so use them only for reference and ideas. I hope you found the above useful reading. Every event will be different and trial and error will naturally occur. Keep what works, leave what doesn’t. One last thing, social media is designed to be light and informative – remember to keep it short and sweet.