A few year ago event marketing companies and businesses had no choice but to rely on traditional forms of promotion such as paid advertising, public relations and word-of-mouth to fill halls with attendees. Advertising supported by press releases and invitations mailed to an existing database also helped in getting registrations.
With the number of events on the increase and time commitments of individuals, it has become increasingly difficult to get attendees register for events. The proliferation of mobile devices and increasing time spent on social media has made traditional forms of advertising and promotion less effective. Instead, attendees first examine what their connections on Facebook and LinkedIn are sharing about the event. Positive comments and reviews are the social proof which reassures potential event attendees it will be well worth their time to attend the event they are interested in.
While there’s little doubt that social media has made a fundamental shift in the way people seek and consume information, business owners and event managers need to understand how to leverage social media channels to attract the right target audience. With the mushrooming of social media sites the task of choosing the right ones can be daunting. However using social media event marketing platforms such as TweetMyEvents provides an opportunity for getting thousands of eyeballs to view details about the event in minutes without the high costs associated with traditional advertising.
The overriding factor is to have clear marketing goals when leveraging social media event marketing tools to generate views and get registrations for the event. That being said, the question you may be asking is how does social media event marketing really help in promoting events and are there any other ways in which it adds value at all?
While there are many reasons why social media event marketing is growing in popularity with event marketers, here are three important reasons why more business owners and event promoters are relying on social media.
01. Event Promotion through Social Media Networking
Prospective attendees can look for others intending to go to the event you post on social media sites so they can connect and share ideas before going to the event. Those who register for the event share details with others they think may be interested to team up with them, as most people dislike attending events on their own. Networking on social media in this way helps promote the event to more people at no cost at all.
Setting up a Facebook group for event attendees is also a great social media event marketing tactic. During the event, attendees can share what they learned from the event. The resulting social proof increases the likelihood of product sales occurring at the conclusion of the event.
02. Building Trust through Informative Content
Social media users self-select topics which interest them and join LinkedIn discussion groups, fan pages on Facebook, tweet about topics which interest them and also share interesting content posted by others. Posting content of a high standard on the topic covered in the event which is interesting and educational creates a high level of credibility.
Months after the event, the content remains extending the educational value for future attendees to view and comment on. Besides, those who are really serious will establish contact with the business or event promoter to find out details about forthcoming events and get on the notification list so they can register for an event in future.
03. Encouraging Peak Performance
Social media is the closest one can get to being a global platform for publishing content. The world is watching and it’s a two way communication. Event promoters, speakers and presenters lend themselves to criticism on social media channels if they fall short of expectations in delivering promised content.
Event planners can use the comments received on social media as valuable feedback which can be used to improve aspects which may require attention.
While these are all important reasons for using social media as part of an event marketing strategy, the biggest benefit is that it is a quick and inexpensive way to generate views about the event using social media event marketing platforms and get prospective attendees to register. There is a cost associated in terms of understanding how social media works and the time it takes to set up your social media strategy the benefits however are well worth the effort.
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