Social media is everywhere these days and it is influencing everything we do—personal or professional. Event planning is no exception. Social media is changing the way we promote events, the way we conduct events and the way we assess the success of our events—or reminisce about a memorable event. Event planning companies are now competing not only on the basis of their traditional value-adds, but also their ability to take advantage of the latest social media trends to advance the cause of their respective clients. To successfully integrate social media in everything we do as event planners, there are some useful tips that can enhance the effectiveness of social media as new tools in our industry. Here is a quick list:
1. If you currently don’t have one, start with a social media strategy. Not all social media platforms are created equal. Evaluate the value of each against your company’s broader marketing and promotion goals as well as its corporate culture and use them accordingly. With the proliferation of various social media platforms, well beyond the better-know platforms such as Facebook, Twitter or Instagram, choose your preferred platform(s) very carefully. To the extent possible, try to strike a balance between your company’s culture and the social media platforms you choose to be active in. This also applied to content—i.e., what you choose to share on social media. Keep in mind this can be time-consuming and taxing at times.
2. Social media is now the perfect tool to promote attendance at public events/conferences. Promoting events on social media is a great way to drive attendance. Social media have given a new meaning to the old concept of “word-of-mouth” marketing. Using social media correctly, event planners can reach out to much broader potential audience than they were ever able to do before (using traditional means of promoting events such as brochures, advertising, cold calling, etc.).
3. Social media also has a “multiplier” effect on prospective attendees. Those with interest in attending an event often engage with their respective networks and the word can spread much faster than any of the traditional methods. Reach out to your prospects and they can in turn indirectly promote your event! Don’t underestimate the importance of your followers’ engagement, using hashtags (that spreads the word and promotes the company).
4. Social media is now increasingly also influencing event content. Using social media properly, event organizers can solicit interest in various topics (for example, for concurrent sessions) before the details of the event are completely decided. In the old days, attendees voted with their feet (by selecting among various concurrent sessions). Now, using social media, planners can gauge potential attendees’ interest in various subjects and fine-tune their events’ theme and take-away content. This also allows for greater interaction among potential attendees and enhance communication about the conference topic(s) well in advance of the event.
5. Mobile apps make any reaction to an event instant. Various feeds (Facebook, Twitter, Instagram, etc.) allow for live feedback and/or participation of audience. For an event well organized, this could be a welcome enhancement. However, live interactions can be double-edged swords adding to the pressure on event organizers. Like positive feedback, negative ones also stay online forever. For incentive programs, social media (all those posts on Instagram) are great tools to create “envy” among those that didn’t get to go, thus leading to improved performance to qualify for future programs.
6. To increase your success rate, event planners need not only to embrace various social media platforms for their event publicity, they must do so judiciously. The event page, if any, should be personal to appeal to a social media savvy audience, yet no too personal. Make a distinction between your personal accounts and the event’s page(s). Consider your event page an extension of your company’s marketing and promotion efforts. Make them appealing but professional. Yet, personalize it—make your followers feel they are part of your company’s life.
7. Social media, especially Facebook, Instagram and YouTube, provide enviable platforms to showcase your successes with an event. Use them effectively and with the same degree of care as you would your broader marketing efforts. Carefully-selected pictures of your big event on Instagram is a perfect testimonial to your creativity and event execution.
8. Social media can also provide perfect platforms for seeking and receiving feedback about your event/your company. Treat any and all feedback and suggestions with a high degree of respect and appreciation. Respond to those who take time to post feedback and/or suggestions. This is an invaluable means to keep your audience engaged—not to mention a unique opportunity for branding.
9. Finally, keep in mind that developments in social media are accelerating with time. Keep up. Standing still could be costly. If you don’t have a dedicated individual attending to your social media needs, consider a training program to educate a broader audience within your company to become familiar with attributes of various social media platforms and act as your “ambassadors” online.