Step Up Social Media Strategy for Event Marketing Success

Leah Lopez Cardenas
Leah Lopez Cardenas

Person using social media on their mobile phone

Building momentum for your event and gaining your audience’s attention is a huge challenge.

There are countless ways to get people to pay attention, but converting prospects into ticket-holding attendees who are eagerly awaiting the front doors opening takes expert tactics.

And the best tactic? Reaching your audience where they already are—on social media.

That’s why you need a social media strategy for your events. How can you utilize social media to promote your event? And what are the benefits of social media event marketing?

Here are ten tips to help create a successful social media marketing strategy for your next event.


1. First, Focus on Your Event Registration Website

The website for your conference or event is an integral part of overall event success. Without a conversion-focused event registration website—where your attendees should go after being intrigued by your social media pages—you might struggle in getting seats filled.


2. All Roads Should Lead to Your Event Registration Site

With an awesome event registration site in place, the next step just makes sense: your social media promotions should direct people to register at every opportunity. Your potential attendees will come from countless places, but you want every visitor going to one place: your event’s registration page. Begin with Facebook, LinkedIn, Twitter, Instagram and YouTube to engage potential attendees.


3. Track and Optimize

New event registration technology lets you track which social media platform is driving the most traffic to your registration site. And that’s a big opportunity for you. Adjust your strategy to focus on the social media platform most applicable to you and resonant with your audience.

Make sure to know your audience demographics and their social media platform of choice.

An older, professional demographic might be more interested in LinkedIn than Snapchat, but a conference focused on millennials or Generation Z could be just the opposite.


4. Start a Content Ecosystem

One-off social media posts are nice, but ones that work together and feed off of each other are incredible. Make sure your Facebook wall displays your Instagram posts, your Twitter shows your Facebook posts, your YouTube shows your Facebook videos and so on. Don’t let a piece of content live exclusively on one social media platform—spread the love. Not only will this ecosystem solidify your voice in the market, it can positively impact your backlink profile, which is good for SEO.


5. Don’t Think Loudspeaker, Think Walkie-Talkie

You’ve set up your roadmap leading people to your event registration site, but how are you interacting with potential attendees? Try using a poll to set up event success, asking for input on speakers and crowdsourcing content to promote a more democratic planning process. Not only will your attendees feel like their voice is being heard, you’ll safeguard against low survey scores at the end of the event.


Related: Uncover the event trends that will make your event stand out from the crowd—check out our SlideShare, “6 Event Trends You Can't Ignore.”


6. Bring FOMO Into the Picture

When you allow and encourage livestreaming or tweeting onsite, you show everyone who isn’t there how cool your event is (and maybe make them a little jealous). In the world of strategic events, we call this “FOMO,” short for “Fear of Missing Out.” 

Use signage to show participants how to use Twitter or Periscope, and consider offering a sweepstakes that selects and rewards one user who broadcasts the event using a specified hashtag.


7. Push Event Speakers to Share the Love

If you’re bringing in big-name speakers, chances are they have fans of their own. Bring those fans into the mix by including a clause in your speaker contract that requires the presenter to utilize their official social media profiles to spread excitement and repost your official tweets. Better yet, have them sit down for short teaser interviews that can be utilized throughout your social network.


Related: Check out our list of the hottest event keynote speakers to increase engagement for your next event.


8. Record Everything at Your Event

Before you close the doors to your event, gather as much audio and video and as many pictures as you can. You can use this content in podcasts or videos later in the year to remind potential attendees of the great time they had (or missed), and give them a taste of what else was available so they feel pumped to attend next year.


9.Create an Image-Worthy Setting

The pictures your people take—and the pictures you take—will look so much better in a setting people love. When you get a conference venue that people love or create an experiential event that people can’t stop talking about, you’ll get attendees chatting about it on social media.


10. Global Message, Hyper-Local Features

Geofilters are overlays for Snapchat pictures that can be branded. And any social media user can tell you that they're all the rage. More than that, these features can be exclusively available within the walls of your event. Then, event organizers can mine geofilter data to find out how many times their geofilters got used and how many views resulted.

Snapchat users—150 million+ daily users, typically the prized millennial and Generation Z demographics—love to put these to use.

Months before and after your event, your audience will be on social media. They’re talking about you and your event. You should be there, too.

Take advantage of these platforms to whip your audience into action and give them the information they’re looking for before they even know they need it.

Download our ebook, “7 Ways to Make Your Event More Strategic,” for more actionable tips on creating an event your audience can’t stop sharing.

7 Ways to Make Your Events More Strategic