A key part of promoting an event is running a social media campaign. The use of these channels can generate excitement and engagement, spread information, encourage networking and boost the attendance event. However, certain practices in social media for events can drive potential followers away, rather than attracting them. Before the posting, updating and Tweeting begins, a review of the don’ts of social media for events can provide a few valuable guidelines. These are some of the things you don’t want to be or do:
Don’t be Spammy, repetitive and not relevant
Don’t over-market the event to the point where it feels like spam. While promoting the event may be the point of the Facebook page, Twitter account, YouTube channel, or so on, repetitive promotional material gets old fast. Aim to share information related to the event that followers will find valuable and interesting. Social media for events is not only about promoting the event and raising ticket sales, it’s about building the brand and identity of the event. The social media profiles should show a commitment, true interest and dedication to the subject of the event.
Don’t be present only on facebook
Don’t forget to use a good mix of social networks. While giants such as Facebook and Twitter are the obvious choices to start with, there are many other channels as well. YouTube, Pinterest, Google +, LinkedIn, Instagram and Quora, are just some of the extra networks you can take advantage of. Before selecting the ones you are going to use, keep in mind the nature of the event and the audience demographic. Using multiple social media networks for an event can be overwhelming, so let technology help you. There are also many social media management systems out there like Hootsuite that allow you to execute and schedule campaigns across multiple social networks from one web-based platform.
Don’t Abandon your pages
Don’t neglect updates; from the beginning of the event planning process right to the end of the event, and beyond! A forgotten social network can be worse than not having one at all, as it can give the appearance that the event may have been forgotten as well. Committing to regular posting, answering questions and getting conversations going is vital. During the event, social networks should stay active, spreading the excitement of the event with live Tweeting, video updates, Facebook posts and more. Once the event wraps, keeping the social media alive is the perfect way to start fueling thoughts of the next recurrence of the event.
Don’t neglect the image of your social media presence
Don’t let the social media pages look unprofessional. It may seem obvious, but leaving a Twitter page with a default background, or not adding a cover photo to a Facebook page can tarnish the image of the event. Clear, high-quality profile and background images will give a good impression, and using the event’s logo as a profile picture can increase brand recognition. Filling out the location, website and “about” section as well as any other relevant info can provide followers with the information they may be looking for and ultimately push them to attend the event.
Don’t go hashtag crazy
Don’t dole out too many hashtags, and use sparingly on social networks that don’t rely on them. Hashtags can be useful keywords to network and spread ideas, but too many can be irritating to read. Picking just a few key ones to associate with an event can also maximize their impact. Pick and use a hashtag to identify the event, and then select a few that represent the industry or audience that would be attracted or represented by the event.
The key roles of social media for events are to spread the ideas and information, and get people talking and excited about the event. Avoiding the don’ts when building these networks makes it easier to start the spread of the event, build conversations and ensures that you don’t jade your audience to your message.